Max Platform Revolution: Warner Bros. Discovery Unveils Paid Password Sharing

Max Platform Revolution: Warner Bros. Discovery Unveils Paid Password Sharing

Warner Bros. Discovery is gearing up to crack down on password-sharing on its Max platform later this year by offering a paid option for users to share accounts. According to a report from Bloomberg, the company plans to roll out a feature that allows members to pay for ‘extra members’ streaming with their Max subscriptions, giving them their unique username and password. This move mirrors Netflix’s strategy from 2023, where they introduced ‘extra member lots’ for an additional fee.

The cost for these ‘extra members’ on Max’s platform is expected to be less than $9.99, making it a more affordable option for users. Currently, Warner Bros. Discovery’s Max platform offers different subscription tiers, with the ad-supported tier priced at $9.99, while the Ad-Free and Ultimate Ad-Free options cost $15.99 and $19.99 per month, respectively.

The decision to implement paid password-sharing comes after Global Streaming and Games CEO Jean-Briac Perrette hinted at the move during a conference, emphasizing the importance of addressing password-sharing as a growth opportunity for the company. Warner Bros. Discovery’s CEO, David Zaslav, highlighted the significance of curbing password-sharing, considering it a substantial opportunity in relation to the company’s overall business operations.

Zaslav compared Warner Bros. Discovery’s approach to Netflix’s successful crackdown, acknowledging the longevity of password-sharing within the industry. As Netflix witnessed subscriber and revenue gains after enforcing similar restrictions, Warner Bros. Discovery aims to enhance the profitability of its streaming segment through these initiatives.

Furthermore, Warner Bros. Discovery’s Max platform, which includes HBO Max and Discovery+, reached a total of 97.7 million subscribers by the end of 2023. The company is optimistic about the potential for growth and monetization through the introduction of paid password-sharing options.

The trend of streaming platforms adopting measures to combat password-sharing is not limited to Warner Bros. Discovery. Disney also has plans to enforce similar restrictions on Disney+, aligning with industry practices to protect subscription revenue. These changes indicate a shift towards tighter security measures and individual account ownership within the streaming landscape.

Max, launched last year, has made significant strides in offering exclusive content and expanding its reach to various regions. With plans for further international expansion, Warner Bros. Discovery remains committed to providing a premium streaming experience while ensuring the integrity of its subscription model.


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