Max’s password sharing crackdown will begin soon, with new membership rates launching in early 2025
- Expect “some very early, friendly messages” in the coming weeks.
- Don’t call it a crackdown, but it is a crackdown
- More active streamers will be targeted first
Have you seen one of the best horror films? It follows? It’s about something terrible, frightening that haunts you and from which you cannot escape. And that’s a bit like the password crackdown on streaming services: you can move from streamer to streamer, but sooner or later the password crackdown will catch up with you. The latest is the crackdown on Max password sharing and it’s starting soon.
If Term According to reports, Max will first target users with higher data levels with ‘soft messages’ and encourage them to stop sharing their logins and add an additional account instead. These reminders will appear next week. But those messages will become less friendly as time goes on in 2025.
How will the Max Password crackdown happen?
The crackdown will be similar to Mike Campbell’s bankruptcy and Hemingway’s The sun also rises: “gradually and then suddenly.”
According to JB Perrette, CEO of Warner Bros Discovery and president of Global Streaming and Games, “We’ll be messaging early on with some people who we think are in the higher usage tier. We’ll provide a way to actually add a member starting in the first quarter.”
Once that process is in place, Max will become stricter. “We will then start gradually as we collect the data and start to find out, with some explicit and implicit signals, how good we are at detecting,” says Perrette. “And as we go through ’25, you’ll see the filters getting tighter and tighter.”
The news isn’t exactly a surprise: Since Netflix first brought up its password policy, it’s been a question of when, not if, rivals would follow suit. Max just does what Netflix, Disney Plus and Hulu do.