Max Password-Sharing Crackdown Detailed by WB, Timeline Announced

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Max Password-Sharing Crackdown Detailed by WB, Timeline Announced

Warner Bros. Discovery has shared some new details about Max’s password-sharing crackdown.

Last month, Max announced plans to begin a password-sharing crackdown in the near future. The streaming service announced a new “Extra Member Add-On” feature for United States customers that will cost $7.99 per month regardless of what tier the primary account pays for.

Warner Bros. Discovery’s JB Perrette said at the time, “Extra Member Add-On and Profile Transfer are two key Max advancements, designed to help viewers with a new way to enjoy our best-in-class content at an exceptional value, and offer subscribers greater flexibility in managing their accounts. These updates provide a simple way for subscribers to add-on a new member to their account, or for existing subscribers who have users outside of their household to smoothly, and in an uninterrupted fashion, transition their profile so that extra member can continue to access Max.”

What did Warner Bros. say about Max’s password-sharing crackdown?

Per The Hollywood Reporter, Perrette said on a May 8, 2025, quarter-earnings conference call that the password-sharing crackdown initiative will take “12 to 18 months” to reach “full steam.”

Perrette also said the initiative “will create another boost of both subscriber and [average revenue per user] growth through the extra member add-on…Content is obviously the fuel of this entire thing. The stories are the product.”

The next two years will generate “stronger” and “more consistent” Max shows and movies than “anything [the company has] ever had,” according to Perrette.

The article also states, “Netflix has majorly grown membership and profits with what it calls its ‘paid sharing’ option; Disney+ followed. As Perrette noted, there is a significant delay to announcing a new revenue stream and realizing its monetization. The plan worked wonders for Netflix, and seems to have had positive effects for Disney, though the smaller the service the more limited its impact. And a 12-18 month timeline is longer than what Netflix saw after they implemented it.”