La streaming platform Max, formerly known as HBO Max, is preparing to follow in the footsteps of giants like Netflix and Disney+ in the fight against shared accounts. According to recent announcements made by JB Perrette, CEO of Warner Bros. Discovery, The first actions will begin next week, when selected users receive messages notifying them of a change in the account usage policy.
This change will not be immediate or aggressive.. According to the company's approach, it will seek to implement a more gradual approach than other platforms. At the same time, by 2025, Max will begin to offer new functionality that will allow add external members to the main accounts at an additional cost. This strategy aims to formally regulate account sharing while increasing the platform's revenue.
Why this change and how will it work?
The use of shared accounts is a common practice that has allowed many users save in subscription costs. However, little by little it has been pursued in different services and that it would also happen in Max seemed inevitable. Of course, the company is sure that this control It won't be so severe like the one implemented by other firms, such as Netflix, which has been criticized for the rigidity of its restrictions.
Account detection will indeed be a complex process, Perrette confesses. The platform will study user behavior to identify patterns that suggest a use outside the main home, such as accounts in second homes or access from multiple locations. Filters will be progressively improved during 2025, and are expected to reach peak effectiveness in 2026.
Options and rates for users
One of the alternatives that Max will offer will be the possibility of «add an extra member» to an account for an additional fee, similar to the model implemented by Netflix. This method seeks to avoid total blocking and offer a more “friendly” option for those who wish to continue sharing their accounts in a legitimate manner.
Under the new policies, subscription costs could multiply for those who previously shared accounts between multiple people. For example, Max's current plans They offer two screens for €9,99/month and four screens for €13,99/month, allowing a group of users to split the monthly cost. This arrangement, however, could disappear or become more rigid once the new controls are in place, with that aforementioned extra charge to compensate.
For Warner Bros. Discovery, this new shared account control strategy not only seeks generate income, but also stabilize a company that has faced serious financial problems in recent years. The company projects that these measures will begin to have a positive impact on its revenues during the second half of 2025 and throughout 2026.
A calendar full of premieres
Along with the new policies, Max is also aiming to maintain user interest with a solid content offering. Among the most anticipated releases are: the third season of The White Lotus, which will arrive in February 2025, and the second season of The Last of Us, scheduled for the spring of the same year.
The end of 2025 also promises excitement for the platform's subscribers, with the launch of the prequel to Game of ThronesEntitled A Knight of the Seven KingdomsOn the other hand, fans of Euphoria will have to wait until 2026 to enjoy the third season, the premiere of which has been delayed due to changes in production.
In parallel, efforts to combat shared accounts align with the decisions of other major platforms like Disney+, which has also announced similar measures. This reflects a general trend in the streaming industry, where companies are looking for new ways to maximize revenue and optimize resources in the face of an increasingly competitive market.
The announcement has not taken long to generate comments among users, who are divided between the need to support the platforms and discontent over the restrictions. The streaming landscape has entered a new phase, where shared accounts will become a thing of the past.