Max will start cracking down on password sharing this year

Warner Bros. Discovery (WBD) plans to join Netflix and Disney in preventing Max users from sharing their passwords with friends and family who don't live in the primary household. According to The Wrap, the company's CEO and president of global streaming and games JB Perrette said at a conference that the account sharing crackdown will start later this year ahead of a more widespread effort in 2025.

The aim, of course, is to improve Max's bottom line. WBD doesn't make any money when a user lets someone else use their Max account. As of the end of 2023, WBD had 97.7 million subscribers across Max, Discovery+ and HBO on cable. That was an increase of 1.8 million from the previous quarter.

It's unclear how WBD plans to implement the password sharing crackdown. Last year, Netflix started making users who shared their account with people outside of the main household pay extra to do so. The initiative had a positive impact on Netflix's financial results. Disney+ then followed suit with its own password restrictions, which it first introduced in Canada. Disney says users in the US will have to stop sharing passwords by March 14.