Max, the streaming platform from Warner Bros. Discovery, is set to begin restricting password sharing later this year. This move echoes the steps taken by major competitors like Netflix and Disney+, which have begun limiting accounts to a single household in order to boost subscriber revenue.
JB Perrette, the head of WBD’s streaming division, acknowledged that Max has a smaller pool of potential converts compared to Netflix’s long-established market presence. However, the company hopes that cracking down on freeloaders will offset recent financial losses.
Warner Bros. Discovery is undoubtedly banking on popular shows like the upcoming second season of “House of the Dragon” to keep paying subscribers from canceling out of frustration. Their aim is to incentivize password sharers to become paying customers.
While some users may be upset by the change, major streaming services are prioritizing profit over convenience. Currently, Warner Bros. Discovery boasts 97.7 million subscribers across Max, HBO, and Discovery+, a relatively small increase from last quarter.
