In the first quarter of 2025, Max will introduce a feature that allows users to “add a member” to their account, providing an official way to share the service. Perrette emphasized that detecting password sharing—whether it’s due to vacation homes, business trips, or unauthorized sharing—requires a balance of “art and science.”
“We’re using explicit and implicit signals to understand account usage better. As we collect data, we’ll refine our approach, making filters progressively stricter through 2025,” he said. “By the second half of 2025 and into 2026, we anticipate this will become a key growth driver.”
Password Sharing Crackdown: What to Expect
The crackdown, according to Perrette, won’t have the same immediate impact as Netflix’s password-sharing restrictions, given that Max is a relatively newer platform. However, he did express confidence that the initiative would lead to meaningful subscriber and revenue growth, especially in the later years of 2025 and beyond.
“We haven’t been in the market for 15 years like Netflix,” Perrette cautioned, “so while we’re not overselling the scale, we expect to see gradual and steady growth as this strategy unfolds.”
What’s Next for Max’s Content Slate?
In addition to the password-sharing crackdown, Perrette also provided updates on some of HBO’s upcoming high-profile series. The third season of Mike White’s The White Lotus is set to premiere in February 2025, while The Last of Us Season 2 is slated for a spring 2025 release. Additionally, the prequel series A Knight of the Seven Kingdoms, based on George R. R. Martin’s A Song of Ice and Fire works, is eyeing a late 2025 debut.
The highly anticipated third season of Euphoria will begin production in January 2025, with a revised premiere date set for 2026, pushing back from its initial 2025 timeline.
Impact of Max’s Password Sharing Crackdown on Subscribers
The password-sharing crackdown is expected to bring about significant changes in how subscribers interact with Max. By reducing the number of people using accounts without proper authorization, Warner Bros. Discovery aims to boost subscription revenue, enhancing the platform’s financial sustainability.
While the immediate effects may not be as dramatic as those seen with Netflix’s similar efforts, Perrette’s projections suggest that by 2026, the crackdown will be a major factor in driving Max’s growth. As the company refines its detection systems and rolls out new features to manage account sharing, users can expect a tighter, more controlled streaming experience.
Warner Bros. Discovery’s password-sharing crackdown, which begins next week with gentle messaging, marks a crucial step in the company’s efforts to maximize Max’s subscriber base and revenue potential. While the process will be gradual and may not have immediate dramatic effects, it sets the stage for a stronger platform moving forward. As 2025 and 2026 unfold, the tightening of account-sharing policies could help Max secure its place in the competitive streaming market, alongside a growing slate of premium content releases.
Stay tuned as more details emerge about Max’s evolving password-sharing policies and the exciting content coming to the platform in the coming years.
