"We are in the second inning of our password sharing enforcement. It is just beginning to get scale. HBO Max added 3.5 million subscribers across the globe during the last quarter of 2025, bringing its total to 131.6 million. Warner Bros. Discovery says it expects to reach 150 million subscribers by the end of this year."
"Warner Bros. Discovery has ramped up its paid sharing initiative in the US over the past year, introducing more aggressive prompts in August that push people toward paying an extra $7.99 per month to add another user to their account. Now that HBO Max has launched in several European countries and Latin America, with rollouts planned in the UK, Ireland, and the Asia Pacific, the streamer likely sees more opportunities to squeeze international subscribers sharing their memberships."
HBO Max is expanding its password-sharing enforcement initiative worldwide beginning in 2026, according to streaming head JB Perrette. The company has already implemented aggressive paid sharing prompts in the US, charging $7.99 monthly for additional users. With HBO Max now operating in European countries and Latin America, with further expansion planned in the UK, Ireland, and Asia Pacific, the streamer aims to monetize international account sharing. Perrette stated the company is in the early stages of password sharing enforcement and expects significant scale growth. HBO Max added 3.5 million subscribers globally in Q4 2025, reaching 131.6 million total subscribers, with projections to reach 150 million by year-end.
#password-sharing-enforcement #streaming-revenue-strategy #hbo-max-global-expansion #paid-sharing-model #subscriber-growth
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