HBO Max Password Sharing Crackdown Will ‘Get Aggressive’ in September

Warner Bros. Discovery (WBD) is launching an aggressive crackdown on password sharing for its Max streaming service, with the main effort beginning in September 2024.

Here are the key takeaways:

• Timeline: While a limited rollout will begin later this year, the company will get much more aggressive in September, with the full global implementation continuing into 2025.
• Following the Trend: This move follows similar successful crackdowns by competitors like Netflix and Disney+. WBD's streaming CEO, JB Perrette, cited Netflix's success as a key reason for the decision, calling it a "meaningful opportunity" to convert "borrowers" into paying subscribers.
• How It Will Work: Like Netflix, Max will likely prompt users sharing accounts outside their household to either purchase their own new subscription or have the primary account holder pay an additional fee to add them as an "extra member."
• The Bottom Line: Starting this fall, users who are borrowing a Max login from someone they don't live with should expect to lose access unless the account owner pays extra to keep them on the plan.

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