Los Angeles, CA – Streaming service Max is cracking down on password sharing by introducing a new “Extra Member Add-On” that comes with a price tag of $7.99 per month for users looking to add someone outside their household to their account. Warner Bros. Discovery made the announcement on Tuesday, unveiling the new feature that allows subscribers to invite a friend or family member to create a separate account with their own login credentials. This additional member can stream from one device at a time and enjoy all the benefits included in the primary account owner’s base plans.
In addition to the Extra Member Add-On, Max is rolling out a profile transfer feature to simplify the process of transferring watch history, recommendations, and settings to a new account for the added member. The service has made it clear that this feature is currently only available to direct subscribers, excluding those who are part of bundle subscriptions. This move by Max aligns with their previous remarks about considering implementing paid sharing options, as stated by Warner Bros. Discovery’s streaming head JB Perette in December of last year.
With the streaming landscape becoming increasingly competitive, platforms like Max are exploring new ways to generate revenue and prevent unauthorized account access. By charging extra for password sharing, Max is tapping into a potential revenue stream while also ensuring that their services are used only by legitimate subscribers. This decision marks a strategic move by Warner Bros. Discovery to adapt to the changing industry trends and enhance user experience by offering additional features like the profile transfer option. Overall, these updates signal a shift in the way streaming services approach account sharing and aim to strike a balance between convenience for users and protecting their business interests.