Max is set to tackle the issue of password sharing more aggressively, starting in 2025 and intensifying through 2026. Warner Bros. Discovery CEO JB Perrette announced that the initial efforts will begin gently, with a gradual increase in messages prompting users to either stop sharing or opt for Max’s new Extra Member add-on. This move is in line with similar strategies adopted by services such as Netflix and Disney Plus.
According to reports, Perrette highlighted that Max’s approach would first involve softer messaging directed at users sharing accounts. Over the months, these reminders will become more prominent and ultimately assertive, particularly in the latter half of the year and into 2026. The objective is to encourage users to adopt the Extra Member add-on, which allows subscribers to share their accounts with individuals living outside their households for an additional fee of $7.99 per month. Those who do not adapt may find features disabled as a consequence of non-compliance.
Max’s focus on curbing password sharing follows a significant financial loss of $55 million in Q4 2023, and Perrette has recognized the potential for enhanced revenue through this crackdown. After previously expressing interest in targeting password sharers in 2024, Max has now confirmed its plans to implement stricter measures following the success of rival platforms. Overall, this initiative is expected to unfold over the next 12 to 18 months as Max seeks to stabilize its financial health while navigating the evolving streaming industry landscape. With over 5 million new subscribers reported in Q1 2025, Max is strategically positioning itself to leverage this momentum amid challenges.