Max Password Crackdown: What You Need to Know for Next Year

Max Password Crackdown Coming in 2025: What You Need to Know

Streaming platform Max, run by Warner Bros Discovery, is gearing up to crack down on password sharing starting next year. CEO and President of Global Streaming and Games, JB Perrette, explained that they will gradually tighten the filters to limit shared accounts. This process will begin in the first quarter of 2025 with early messages to users who are identified as heavy users. They will have the option to add a member to their account.

The approach that Max is taking is similar to what Disney+ implemented, which involved sending emails to subscribers encouraging them to pay for users from different households. Previously, password sharing has been common in the streaming industry, but this shift marks a change in strategy for many platforms.

Netflix led the way in this shift in 2023 when it transitioned from focusing solely on subscriber growth to emphasizing profits. Additionally, they introduced ad-supported tiers to provide users with a more affordable option. Other major streaming services have followed suit as they also prioritize profitability.

While Max hopes that this crackdown on password sharing will benefit its business, Perrette acknowledged that they may not experience the same level of subscriber growth as Netflix did after implementing similar measures. However, he sees it as a meaningful opportunity for the platform, recognizing that they are still relatively new in the market compared to Netflix.

The tightening of filters and crackdown on password sharing is expected to continue throughout 2025, so users should be prepared for changes in how shared accounts are managed on Max. Stay tuned for updates as Max works to ensure a fair and profitable streaming experience for all users.