HBO Max is set to implement stricter password-sharing policies starting next month, with a new messaging system aimed at prompting users to pay an additional $7.99 to add members. Warner Bros. Discovery’s streaming head, JB Perette, indicated that the current soft messaging will evolve into a more fixed reminder for users, making action necessary. The company aims to drive paid sharing more aggressively this year. HBO Max has previously utilized various metrics to track unauthorized account sharing and anticipates that the new policy will enhance subscriber growth similar to results seen by Netflix.
In September, you'll actually start to see the messaging - which right now has been a fairly soft, cancelable messaging - start to get more fixed and such that people have to take action.
The streamer added 3.4 million subscribers in the months following its debrand from Max to HBO Max, and it will begin driving paid sharing 'in a much more aggressive fashion' later this year.
HBO Max currently uses account information, IP addresses, device IDs, and user activity to determine if someone is sharing their account with a person outside their household.
Warner Bros. Discovery execs expect paid sharing to boost subscriber growth, which Netflix reported following its clampdown.
Collection
[
|
...
]