Max, the other major brand awareness platform, is about to get serious about password sharing. . Parent company Warner Bros. Discovery said during a third-quarter earnings conference call that it will begin cracking down on the practice in the coming months, along with some “very gentle messaging” to encourage people to contribute.
Chief Financial Officer Gunnar Wiedenfels said the aforementioned friendly messages will increase in 2025, indicating an eventual mandate. He suggested that people sharing passwords drives up subscription costs for everyone, as it's like “asking members who haven't signed up, or members of multiple households, to pay a little more.”
The company also announced nearly $10 billion in revenue last quarter. . This is the largest jump in subscribers in the history of the platform. There's more juice to squeeze out of that lemon, though, since some of those 7.2 million people probably gave a password to a grandchild or something.
Wiedenfels also did not rule out the possibility of . He said the “premium nature” of Max gives the platform “a good amount of room to continue to drive a price that we have been cautious about.” As for sanity, the cost of the subscription skyrocketed in June of this year and. So what, the price increases now are like annual Madden dues or something?
Max is simply the latest streamer to put an end to password sharing. Netflix and Disney+ have just started their crackdown.
