The days of sharing passwords on streaming platforms are over.
Netflix and Disney+, among others, have begun cracking down on users who share accounts with people outside their household. Now, Warner Bros. Discovery is joining its competitors and implementing password sharing guidelines for its app, Max.
While little information has been released on specifics, Warner Bros. Discovery CEO and President of Global Streaming and Games JB Parrette confirmed that the company will implement new restrictions in late 2024 while speaking at Morgan Stanley’s Technology, Media & Telecom . Conference on Monday.
Related: HBO Max will relaunch as “Max” on May 23 with a combination of Discovery and HBO content
The restrictions are expected to be fully implemented by 2025.
Max is the hybrid platform that combines HBO Max and Discovery+, creating a streaming platform that offers original programming, award-winning HBO shows and films, and a massive library of reality television content, such as “90 Day Fiance” and its plethora of spins -off .
Warner Bros. Discovery reported a net loss of $400 million in the fourth quarter of 2023, on a 14% decrease in linear TV ad revenue and a 17% decrease in studio revenue.
“This business is not without its challenges,” CEO David Zaslav said on an earnings call at the time. “Among these, we continue to face the impacts of continued disruption to the pay-TV ecosystem and a linear, dislocated advertising ecosystem. We are challenging our leaders to find innovative solutions.”
The restrictions on password sharing are part of a larger plan to make streaming a profitable investment for Zaslav, Bloomberg reported, which includes Max’s expansion into new international markets, including France and Latin America, over the next year and a half.
Max would join the ranks of Netflix, Hulu and Disney+, which have all cracked down on password sharing for streamers, much to the dismay of paying customers.
Related: Hulu and Disney+ ban password sharing, threaten account ‘shutdown’ in new crackdown
“Your family members can access your account and stream Max on different devices,” reads Max’s current policy. “Your account email and password should not be shared with anyone outside of your family unit.”
Warner Bros. Discovery did not immediately respond Entrepreneurrequest for comment.