HBO Max’s password-sharing crackdown is about to get stricter. Throughout an earnings name on Thursday, Warner Bros. Discovery streaming head JB Perette stated prompts surrounding account sharing will grow to be extra persistent beginning subsequent month, pushing folks toward paying an extra $7.99 per month so as to add an additional member to their account.
“In September, you’ll truly begin to see the messaging — which proper now has been a reasonably gentle, cancelable messaging — begin to get extra mounted and such that individuals must take motion,” Perette stated, including that proper now, paid sharing is “a voluntary course of.”
The streamer added 3.4 million subscribers within the months following its debrand from Max to HBO Max, and it’ll start driving paid sharing “in a way more aggressive style” later this 12 months, based on Perette. HBO Max at present makes use of account info, IP addresses, system IDs, and person exercise to find out if somebody is sharing their account with an individual exterior their family.
Warner Bros. Discovery execs count on paid sharing to spice up subscriber progress, which Netflix reported following its clampdown. However as subscription fatigue continues to develop, making folks pay to share their passwords may not go over easily with subscribers.