Julie Clover
Max, the streaming service formerly known as HBO Max, is taking tougher measures to combat password sharing in the coming months, The Verge reports. During today's earnings call, parent company Warner Bros. Discovery said customers would begin seeing “very gentle messaging” about the upcoming changes.
After this initial message about password sharing, stricter rules will be implemented in 2025 and 2026. Warner Bros. CFO Julie Clover Discovery's Gunnar Wiedenfels said Max will ask viewers who “haven't signed up or are in multi-household households to pay a little more.”
Max could also see a price increase in the future, and the company hasn't ruled out raising its subscription costs. Wiedenfels said there's “plenty of room to continue to raise the price” and Max has been “reasonable.”
Max has a total of 110.5 million subscribers worldwide, and the service starts at $9.99 a month for the ad-supported version ($99.99 a year) or $16.99 a month for the ad-free version ($169.99 a year). There's also a pricier “Ultimate” plan for $20.99 a month that includes 4K streaming.
Streaming services are putting an end to password sharing after Netflix successfully cracked down on the practice last year. Netflix's subscriber numbers have increased after it banned customers from sharing accounts across multiple households.
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