Max is trying to crack down on password sharing

Another major platform with strong brand recognition, Max, is getting serious about password sharing. . Parent company Warner Bros. Discovery said on its third-quarter earnings call that it would begin cracking down on the practice over the next few months, with a “very soft message” to encourage people to pony up.

Chief Financial Officer Gunnar Wiedenfels said the soft message mentioned above will be reinforced in 2025, suggesting that the obligation will eventually be imposed. He suggested that anyone who shares passwords would be raising subscription prices for everyone, which would be like “asking non-registered members and multi-household members to pay a little more.”

The company also announced revenue of about $10 billion last quarter. . This is the largest subscriber growth in the platform’s history. However, there’s a good chance that some of those 7.2 million people have given their passwords to their grandchildren or something, so there’s still a lot of juice to be squeezed from the lemon.

Mr. Wiedenfels did not rule out the possibility of . He said Max’s “premium nature” gives the platform “plenty of room to continue to push prices up, which we have wisely considered.” When it comes to wisdom, subscription prices went up in June of this year. So the price increase is now like an annual installment of Madden?

Max is just the latest streamer to take issue with password sharing. Netflix and Disney+ are just starting to crack down.