Max had warned, the platform is starting to block password sharing. You will have to pay to add a member who is not in the household to the account.
Streaming platforms no longer want their users to share their accounts for free. The latest service to put up barriers to prevent it is Max. We have known for several months that Max was going to tackle password sharing, the first concrete measures are being deployed.
The platform now gives its customers the possibility of adding a member to an account for a fee. In the United States, this operation costs 7.99 US dollars per month. It is only accessible for direct subscriptions to Max (therefore not if the service is included in a bundle) and only allows you to add one additional member. For now, the functionality is not available in Europe, but it should be rolled out there in the coming weeks or months.
Netflix had led the way
The member added to the account has their own login credentials and accesses a single profile, on a single device at a time. They benefit from the same features and content as the other profiles in the account. “These updates allow subscribers to easily add a new member to their account, or for existing subscribers with users outside their household to transfer their profile smoothly and without interruption so that the additional member can continue to access Max”, explains Jean-Briac Perrette, CEO of Warner Bros. Discovery, in comments relayed by The Wrap.
Decision-makers hope that limiting password sharing will increase the number of subscribers and the revenue generated by the platform. Warner Bros. Discovery has communicated the objective of reaching 150 million Max subscribers by by the end of 2026. It will need rapid growth to achieve this, as it currently has around 116.9 million subscribers.
Netflix was the first to end free account sharing, starting in 2023. Earlier this year, Disney+ followed suit and now forces users to choose a single household, based on their IP address. Now it's Max's turn to do the same, so take advantage of password sharing on the service before it's made impossible in France.
0 Comments