Max joins the ranks of streaming platforms that block excessive password sharing.
As reported by The Wrap, Warner Bros. CEO JB Perrette. Discovery and president of global streaming and gaming, announced the change on March 4, 2024.
Speaking at Morgan Stanley’s 2024 Technology, Media and Telecommunications Conference in San Francisco, Perrette said limiting password sharing would be a “significant opportunity” for the company.
It is worth mentioning that Warner Bros. Discovery has been experiencing financial difficulties for several years but managed to limit its losses to $55 million in the last quarter of 2023 (compared to a loss of $217 million in 2022). Additionally, the company gained 1.8 million direct-to-consumer subscribers.
Restricting password sharing is another step in reducing business losses. Warner Bros. Discovery thus follows in the footsteps of Netflix, which removed password sharing at the end of 2023, and Hulu, where restrictions will be introduced from this month.
For more on this topic, check out our roundup on banning Disney+ password sharing.
When will Max introduce password sharing rules?
According to JB Perrette, Warner Bros. Discovery. plans to introduce the changes end of 2024 and beginning of 2025. However, the exact dates have not yet been announced.
The changes will likely be introduced gradually in countries where the Max or HBO Max service operates. This includes the United States, Latin America and parts of Europe.
HBO
What do the new password sharing measures on Max involve?
So far, Warner Bros. Discovery hasn’t revealed any details about its new approach to password sharing. Presumably, more information on this will emerge in the coming months.
If it’s anything like Netflix, it will use a combination of IP address monitoring and address activity to spot all accounts used repeatedly outside of a single household. It could also have an option for when users are traveling, such as a one-time password.
What we do know, however, is that in addition to fighting against password sharing, Warner Bros. plans innovations in the field of display advertising. Perrette mentioned, among other things, the format of shoppable advertisements. However, also in this case we will have to wait for more information.
