Warner Bros. Discovery is preparing to expand its password-sharing crackdown for its streaming service, Max, to a global audience throughout 2026. This move follows initial enforcement in the U.S. and aims to boost subscriber numbers and revenue. 1, 3

The streaming giant has already begun a phased approach in the U.S., which includes "soft messaging" to users found sharing accounts outside their primary household. 1, 2 As part of this strategy, Max subscribers in the U.S. now have the option to add an "Extra Member" for an additional $7.99 per month, allowing an out-of-household individual to access the service with their own credentials. 3, 5 This "Extra Member" feature provides the additional user with their own profile, viewing history, and personalized recommendations, and allows them to stream on one device at a time. 7, 10

The global rollout will intensify throughout 2025 and become "more assertive" into 2026, according to JB Perrette, Warner Bros. Discovery's CEO and President of Global Streaming and Games. 3, 4, 9 This strategy mirrors similar crackdowns by other major streaming platforms like Netflix and Disney+, which have seen success in converting freeloaders into paying subscribers and increasing average revenue per user (ARPU). 1, 3, 7 Warner Bros. Discovery expects this initiative to be a significant driver for both subscriber and ARPU growth. 3

While the service was previously known as HBO Max, it rebranded to simply Max in May 2023. 7 The company's goal is to have a firm barrier to password sharing on Max installed by the end of 2026, with the full strategy expected to take 12 to 18 months to reach its full scale. 1, 3, 15