Warner Bros. Discovery is officially cracking down on password sharing, rolling out its new Extra Member Add-On feature for Max. It’s a clear lift from Netflix’s playbook, and frankly, it was only a matter of time before others followed suit.
Max subscribers can now add one out-of-household user to their plan for $7.99/month. That extra member gets their own separate login and profile, and Max is making it seamless by allowing current shared users to transfer their existing profiles, including watch history and recommendations, over to the new setup. For now, the cap is one extra member per subscription.
This isn’t just about stopping freeloaders. It’s about revenue. The days of turning a blind eye to widespread password sharing are over. The streaming business has matured, and profitability is now the mandate. Max, like its competitors, is under pressure to make the economics work.
Netflix was the first to show that paid sharing could convert non-paying viewers into a new revenue stream, and they’ve already seen a boost since rolling it out globally in 2023. Disney+ and Hulu followed in 2024. Now it’s Max’s turn.
JB Perrette, who heads up streaming and games for Warner Bros. Discovery, framed the feature as a way to offer subscribers more flexibility and value, and technically, he’s not wrong. It’s a move that’s likely to frustrate some, but as far as business strategy goes, it’s one of the more proven plays on the board right now.
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