- Streaming service says messages will begin next week
- Max has various high-profile shows coming back in 2025
- Netflix has had great success in cracking down on password sharing
If you’re sharing passwords for your Max service, then be warned – its parent company is beginning a crackdown on the practice from next week.
Gentle start
Warner Bros Discovery executive JB Perrette told a tech and media conference hosted by Wells Fargo earlier this week that the crackdown on Max is coming. “We will kick off literally in about a week, some very early, gentle messaging,” he said. “We’ll start some early messaging to people who we think are definitely in the higher tier of usage.”
However, he did add that it is an “art and a science” trying to determine if users are sharing their password with someone else or just using their account while they are on, for example, vacation somewhere.
Perrette added that WBD expects this to drive growth in subscriber numbers and revenue, with results evident from the second half of 2025. However, he did temper expectations on just how much it could add.
Netflix effect
Cracking down on password sharing is popular among streaming services currently. Netflix was one of the first to do it, and it has had the desired effect. The streamer reported that it had added 9.3 million customers from January to March. In addition, profits at Netflix jumped to $2.3 billion for the first quarter of the year, with revenues of $9.37 billion – a rise of 15% year-on-year.
The reason for the jump was given as the crackdown on password sharing, but also that Netflix had had a string of hit shows in 2024.
Perrette is also hoping that the strength of its programming will also help to drive subscriber numbers. He mentioned several shows that will premiere in 2025, including season 3 of The White Lotus, season 2 of The Last of Us and Game of Thrones prequel series A Knight of the Seven Kingdoms.
