Warner Bros. Discovery’s streaming platform Max is taking a stance against excessive password sharing, following in the footsteps of other streaming giants like Netflix and Hulu. The move to limit password sharing was announced by JB Perrette, CEO and president of global streaming and games, at a conference in 2024 and is now being implemented in April 2025.
The company, which has been facing financial challenges in recent years, sees restricting password sharing as a way to reduce losses. Warner Bros. Discovery reported a $55 million loss in the last quarter of 2023, an improvement from a $217 million loss in 2022. Additionally, the company gained 1.8 million direct-to-consumer subscribers.
The new password-sharing rules are set to roll out in the US in spring 2025, with plans to gradually introduce them in other regions where Max or HBO Max operates, including Latin America and parts of Europe. While specific details of the measures have not been disclosed by Warner Bros., it is expected that they will involve monitoring IP addresses and user activity to identify accounts being shared outside of one household.
To provide an alternative for users who want to share their account with someone outside their household, Max offers an “Extra Member” feature for an additional $7.99 per month. This allows users to add a friend or family member who is at least 18 years old and resides in the United States. The feature is only available for subscribers to one of the three Max plans: Basic with Ads, Standard, or Premium.
Once an Extra Member is added, they receive their own profile with a password and access to all of Max’s features. Profiles, watch history, recommendations, and settings can be transferred from an existing account to the new Extra Member account. However, if the primary user deletes their account, the Extra Member will lose access to the service.
JB Perrette emphasized the benefits of the Extra Member feature, stating that it offers viewers a new way to enjoy content at a great value and provides subscribers with more flexibility in managing their accounts. This move by Max is part of a larger trend in the streaming industry to combat password sharing and ensure fair usage of subscription services.
