Over a year after Netflix banned password sharing across different households, a move that stirred considerable controversy, HBO Max is following suit.
Limit Account Sharing
Netflix’s decision, initially met with skepticism, led to a surge in subscriptions, adding over 13 million new users.
Now, streaming giants like Disney+ and HBO Max are adopting similar strategies to limit account sharing and boost subscriptions, according to El Economista.
HBO Max announced it will begin rolling out measures to curb shared accounts over the coming months.
Warner Bros. Discovery’s Chief Financial Officer, Gunnar Wiedenfels, shared this update during the company’s recent third-quarter earnings meeting, as reported by The Verge.
According to Wiedenfels, the approach will start with “a very gentle message” to users, signaling the beginning of a phased process that will intensify through 2025 and 2026.
Inspired by Netflix
In addition to clamping down on password sharing, HBO Max is considering subscription price increases.
Wiedenfels cited the platform’s “premium nature” as a reason for potential price adjustments, hinting at opportunities to raise prices in line with the service's value.
Netflix’s successful crackdown on shared accounts has influenced the entire streaming industry, and as HBO Max and Disney+ join in, these measures are becoming the new norm.
For users accustomed to sharing accounts, this shift marks a significant change, with more streaming services moving toward individual subscriptions as the primary model.
