Max’s password sharing crackdown will kick off next week with some “early, gentle messaging,” according to WBD exec JB Perrette.
“We will kick off literally in about a week, some very early, gentle messaging,” Perrette said during a tech and media conference hosted by Wells Fargo on Tuesday. “We’ll start some early messaging to people who we think are definitely in the higher tier of usage.”
Beginning in the first quarter of 2025, Max will offer “a way to essentially add a member,” according to Perrette, who serves as Warner Bros. Discovery’s global streaming chief. He added that it’s an “art and a science” to figure out which Max users are sharing their passwords or if their account is being used in a vacation home or on a business trip.