What to know:

  • Max will initiate password-sharing restrictions with “very soft messaging” before implementing stricter rules in 2025-2026.
  • Multi-household users will be required to pay additional fees for shared accounts.
  • The streaming service hints at potential price increases, citing its “premium nature”.

Max, formerly known as HBO Max, is preparing to join other streaming giants in tackling password sharing across multiple households. The company’s strategy will begin with a gentle approach through “very soft messaging” to users about upcoming changes.

According to The Verge, this initial phase marks the beginning of a broader strategy that will unfold over the next two years. The company plans to implement stricter rules in 2025 and 2026 when users sharing accounts across different households will be asked to pay additional fees.

The streaming service, which currently boasts 110.5 million subscribers globally, offers various subscription tiers starting at $9.99 monthly for ad-supported viewing, $16.99 for ad-free content, and $20.99 for the Ultimate plan with 4K streaming. Beyond the password-sharing crackdown, Max executives have indicated there’s “fair amount of room” for potential price increases, suggesting the current pricing is “judicious”.

This move follows Netflix’s successful password-sharing restrictions, which resulted in increased subscription numbers after implementation. Max’s approach appears to be more gradual compared to its competitors, focusing on user education before enforcement.

A new chapter in streaming as Max joins the password-sharing prevention bandwagon.