Los Angeles, California – Warner Bros. Discovery has decided to follow in the footsteps of Netflix by introducing a new feature to its streaming service Max. In an effort to combat password sharing outside of the primary account holder’s household, the company has unveiled the Extra Member Add-On. This feature allows users to add an additional person who does not reside in the same home as the main account holder for a monthly fee of $7.99, similar to Netflix’s paid sharing model.
The Extra Member Add-On permits the friend or family member of the account owner to have their own standalone account under the same subscription. Existing profiles linked to individuals outside of the primary household can be transitioned to these new account types, ensuring that their viewing history and recommendations are retained. Initially, the option is limited to one add-on profile per subscription, providing flexibility for users who wish to share their subscription with loved ones who live separately.
This move by Warner Bros. Discovery to address password sharing was originally discussed in December, aligning with a broader industry trend as streaming platforms aim to drive revenue from direct-to-consumer services while maintaining profitability. CEO JB Perrette of Warner Bros. Discovery’s global streaming and games division highlighted the significance of the new Extra Member Add-On and Profile Transfer features as advancements to improve viewer experience and offer greater account management flexibility.
Netflix had previously hinted at a password crackdown before rolling out similar changes in 2023, a strategy that was swiftly adopted by Disney for its Disney+ service last year. Warner Bros. Discovery’s proactive approach suggests a strategic shift in the industry towards tighter control over password sharing practices. These efforts seek to enhance the user experience while maximizing revenue potential for streaming services in an increasingly competitive market.