Warner Bros. Discovery has shared some new particulars about Max’s password-sharing crackdown.
Final month, Max introduced plans to start a password-sharing crackdown within the close to future. The streaming service introduced a brand new “Additional Member Add-On” characteristic for United States prospects that can price $7.99 monthly no matter what tier the first account pays for.
Warner Bros. Discovery’s JB Perrette stated on the time, “Additional Member Add-On and Profile Switch are two key Max developments, designed to assist viewers with a brand new technique to take pleasure in our best-in-class content material at an distinctive worth, and provide subscribers higher flexibility in managing their accounts. These updates present a easy means for subscribers to add-on a brand new member to their account, or for current subscribers who’ve customers outdoors of their family to easily, and in an uninterrupted style, transition their profile in order that additional member can proceed to entry Max.”
What did Warner Bros. say about Max’s password-sharing crackdown?
Per The Hollywood Reporter, Perrette stated on a Might 8, 2025, quarter-earnings convention name that the password-sharing crackdown initiative will take “12 to 18 months” to achieve “full steam.”
Perrette additionally stated the initiative “will create one other increase of each subscriber and [average revenue per user] development by way of the additional member add-on…Content material is clearly the gasoline of this whole factor. The tales are the product.”
The subsequent two years will generate “stronger” and “extra constant” Max reveals and films than “something [the company has] ever had,” in accordance with Perrette.
The article additionally states, “Netflix has majorly grown membership and income with what it calls its ‘paid sharing’ choice; Disney+ adopted. As Perrette famous, there’s a important delay to saying a brand new income stream and realizing its monetization. The plan labored wonders for Netflix, and appears to have had constructive results for Disney, although the smaller the service the extra restricted its influence. And a 12-18 month timeline is longer than what Netflix noticed after they carried out it.”