Following similar crackdowns from Netflix and Disney+, Max (formerly HBO Max) has announced its intentions to stop you from freely sharing passwords across households. In an earnings call Thursday, company Chief Financial Officer Gunnar Wiedenfels said the move would start with “very soft messaging” over the next few months before getting more serious heading into 2025 and 2026.
That at least gives password sharers a bit of time to prepare themselves, although this news doesn’t come as a total surprise. Pointing specifically at Netflix, Warner Bros. Discovery streaming head JB Perrette warned back in March that the company was looking into stamping out password sharing as “another growth opportunity.”
Wiedenfels called the plan to cut password sharing “a form of price rises,” saying that the company will start by “asking members who have not signed up, or multi-household members to pay a little bit more.”
While it’s currently unclear exactly how Max will
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