Max, the streaming service from Warner Bros. Discovery, is gearing up to take a page from Netflix’s playbook by cracking down on password sharing. The initiative, which will kick off in December 2024 with a “gentle messaging” campaign, is designed to encourage account sharers to either stop or pay a bit more to continue. But don’t worry—big changes won’t come overnight.

Starting with subtle notifications to suspected account sharers, Max aims to ease users into the new rules. By 2025, stricter measures will roll out, including options to “add a member” for a fee. This approach mirrors Netflix’s successful model, which drove significant revenue and subscriber growth. JB Perrette, WBD’s global streaming chief, described this strategy as both an “art and a science,” emphasizing data-driven decisions to determine whether accounts are shared legitimately (e.g., in vacation homes) or across households.

The crackdown is expected to intensify through 2025 and 2026, with Max refining its detection tools over time. While it may not match Netflix’s scale of success, Perrette sees the move as a meaningful growth opportunity for both subscribers and revenue in the long term.

Why crack down now?

Streaming platforms are facing fierce competition and “subscription fatigue.” Max, like other services, is exploring ways to generate more revenue without alienating its audience with sharp price hikes. Currently, Max offers multiple subscription tiers, from $9.99/month with ads to $20.99/month for its premium plan. These changes could nudge multi-household users toward the higher-priced plans.

Warner Bros. Discovery, which boasts over 110 million Max subscribers, hopes this move will capitalize on an untapped audience—those using accounts they don’t pay for. It’s a strategy Netflix and Disney+ have implemented successfully, suggesting it could be a viable path forward for Max.

What it means for subscribers

For now, subscribers shouldn’t panic. The rollout’s phased approach gives users time to adapt. If you’re sharing an account with someone outside your household, expect to see more explicit messaging soon. By 2025, shared accounts may need to pay extra fees or upgrade to a higher tier.

Max’s ultimate goal is to strike a balance: improving profitability while retaining subscriber satisfaction. The coming months will reveal whether the service can pull this off without driving users away.

In short, while Max’s password-sharing crackdown may not start with a bang, it’s clear that change is coming. If you’re sharing an account, now’s the time to prepare for potential adjustments.