HBO Max password sharing crackdown to get ‘more aggressive’ next month

If you’re sharing your HBO Max account, that perk is nearing its end. Warner Bros. Discovery’s streaming and gaming chief, JB Perrette, announced during the company’s Q2 earnings call that they’ll ramp up efforts to curb account sharing with stricter measures. The crackdown is set to begin by late 2025, with financial effects expected in 2026.
Dade Hayes for Deadline:
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Following in Netflix’s lead, WBD, Disney and other media companies are all ramping up efforts to limit password sharing, anticipating a significant financial payoff from cracking down on once-overlooked practice.
Several months of testing has enabled WBD to determine “who’s a legitimate user who may not be a legitimate user,” Perrette said. Once that is determined, he continued, the next step is to “turn on the more aggressive language around what needs to happen” in order to and make sure that “we are putting the net in the right place, so to speak.”
“The message language right now has been a fairly soft, cancel-able message,” he said. It will “start to get more fixed and such that people have to take action as opposed to right now, sort of having to be a voluntary process.” Once those directives are established, he said, “the real benefit will start probably in the fourth quarter and then kick in in 2026.”

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MacDailyNews Take: Party’s over.

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