Warner Bros. Discovery is gearing up to crack down on password sharing on its Max streaming service, with plans to introduce paid-sharing options later this year. According to Bloomberg, subscribers will soon have the choice to pay for "extra members" streaming with their Max subscriptions, granting them their own unique login credentials. This move follows in the footsteps of Netflix, which pioneered efforts to combat password-sharing in 2023 by offering "extra member slots" for an additional fee.
The cost for these "extra members" on Max is expected to be cheaper than Netflix's $7.99 fee, with Bloomberg indicating a price point lower than Max's current $9.99 ad-supported tier. Max offers various subscription options, including Ad-Free and Ultimate Ad-Free tiers priced at $15.99 and $19.99 per month, respectively.
Global Streaming and Games CEO Jean-Briac Perrette hinted at Max's plans to tackle password-sharing during a recent conference, emphasizing it as a growth opportunity for the platform. Perrette noted the significance of addressing this issue, considering Warner Bros. Discovery's combined subscriber base across its direct-to-consumer platforms, which includes HBO, Max, and Discovery+, totaling 97.7 million at the end of 2023.
Despite recognizing the challenge of competing with Netflix's longstanding success, Perrette remains optimistic about the potential impact of curbing password-sharing on Warner Bros. Discovery's business. He highlighted Netflix's gains in paying subscribers and revenue following the implementation of account-sharing limits, underscoring the strategic importance of addressing this issue for streaming platforms.
As Warner Bros. Discovery prepares to implement measures against password-sharing, subscribers can anticipate changes aimed at enhancing account security and bolstering the platform's revenue streams.
Warner Bros. Discovery has been actively exploring strategies to boost the profitability of its streaming division, taking cues from Netflix's successful implementation of password-sharing restrictions. However, it's not alone in this endeavor, as Disney also has plans to address password-sharing on its Disney+ platform, set to roll out later this year.
Max, Warner Bros. Discovery's streaming platform, entered the market recently, amalgamating content from both HBO Max and Discovery+. Initially launched in the US, Max has since expanded its reach to encompass numerous countries in Latin America and the Caribbean. Furthermore, the platform is poised for further global expansion throughout the year.
The move to crack down on password-sharing reflects a broader industry trend, with major players like Warner Bros. Discovery and Disney recognizing the need to protect their revenue streams and ensure fair access to their content. As streaming services continue to evolve, viewers can expect to see more initiatives aimed at enhancing security and profitability across the board.
Warner Bros. Discovery has been actively exploring strategies to boost the profitability of its streaming division, taking cues from Netflix's successful implementation of password-sharing restrictions. However, it's not alone in this endeavor, as Disney also has plans to address password-sharing on its Disney+ platform, set to roll out later this year.
Max, Warner Bros. Discovery's streaming platform, entered the market recently, amalgamating content from both HBO Max and Discovery+. Initially launched in the US, Max has since expanded its reach to encompass numerous countries in Latin America and the Caribbean. Furthermore, the platform is poised for further global expansion throughout the year.
The move to crack down on password-sharing reflects a broader industry trend, with major players like Warner Bros. Discovery and Disney recognizing the need to protect their revenue streams and ensure fair access to their content. As streaming services continue to evolve, viewers can expect to see more initiatives aimed at enhancing security and profitability across the board.
