Max’s password-sharing crackdown is about to start, and this is what to expect

Max is finally ready to start enforcing its password-sharing ban. You'll get 'gentle messaging' first, followed by actual measures.

We've known for months that Warner Bros. Discovery plans to follow in Netflix's footsteps with a password-sharing crackdown for its Max streaming service. The move certainly worked out well for Netflix, which added millions of subscribers when it started enforcing its password-sharing ban last year. Other streamers watched from the sidelines while they pondered similar measures. Disney confirmed in April that it plans to crack down on Disney Plus password sharing.

JB Perrette, Warner's CEO and President of Global Streaming and Games, said at the Wells Fargo TMT Summit in Rancho Palos Verde that certain Max subscribers will soon see 'some very early, gentle messaging' about password sharing in the next week or so. 'This is an art and a science to try and tighten the filter of who's in there. We'll start some early messaging with some people who we think are in the higher tier of usage,' Perrette said.

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