Sorry, people: You will not be capable to share your Max login credentials for much longer.
The Warner Bros. Discovery-owned streaming service introduced it will begin cracking down on accounts which can be sharing their password again in March, however not a lot has actually occurred thus far.
Within the firm’s third quarter 2024 earnings name on Thursday, JB Perrett, CEO and president of world streaming and video games for Warner Bros., stated Max will begin with “very soft messaging” round password sharing later this yr.
“As we kick into ’25 and into ’26 you’ll see more and more progress on that, which in effect is a form of a price rise as well, obviously asking members who have not signed up or multi-household members to pay a little bit more,” he stated. “And so you’re going to see that as an additional kicker.”
This in all probability means customers can count on emails warning them about password sharing, adopted by affords to begin paying for further members.
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The corporate beforehand stated it will totally roll out paid sharing in 2025.
There’s probably worse information, too. In keeping with Perett, Max may additionally improve the costs of its streaming service because it deems there’s a “fair amount of room” for larger costs because of the service’s “premium nature.”
“We think the premium nature of our product in particular lends us to have a fair amount of room to continue to push price,” he stated. “We’ve been judicious about it, but every price rise we’ve done so far the churn has actually been lower than we projected and expected and the retention continues to be strong.”
The corporate elevated the costs for its streaming service twice this yr, most just lately in June.
Max’s transfer to curb password sharing is hardly stunning on condition that Netflix noticed a large subscriber improve after it put an finish to password sharing on its streaming service.
