Maximum Planning to Reduce Password Sharing

Streaming service Max, formerly known as HBO Max, will be cracking down on password sharing in the coming months, according to reports. threshold. During today’s earnings call, parent company Warner Bros. Discovery said customers will start seeing “very bland messages” about the upcoming change.

Following this initial message about password sharing, stricter rules will be implemented in 2025 and 2026. Warner Bros. Discovery CFO Gunnar Widenfels said Max will ask “viewers who do not sign up or members from multiple households to pay a fee.” A little more.”

It is possible that Max will experience price increases in the future, and the company does not rule out increasing the subscription cost. Widenfels said Max has “a fair amount of room to continue pushing price,” which he is “cautious about.”

Max has a total of 110.5 million subscribers worldwide, and the service’s price starts at $9.99 per month ($99.99 per year) for the ad-supported version or $16.99 per month ($169.99 per year) for the ad-free version. There’s also a pricier “Ultimate” plan for $20.99 per month that offers 4K streaming.

Streaming services end password sharing after Netflix successfully crashed in training last year. Netflix saw subscription numbers soar after preventing customers from sharing accounts across multiple households.