Following password sharing crackdowns at streaming giants like Netflix and Disney Plus, Warner Bros. Discovery announced its plan to offer paid sharing between people last year. So far, the company’s HBO Max service has been showing a “very soft messaging” about paid password sharing. However, HBO Max is about to take a more aggressive approach to stop password sharing among users soon.

HBO Max is all set to crack down on password sharing

According to Deadline, JB Perrette, the CEO and President of Global Streaming and Interactive for Warner Bros. Discovery, told investors that the language of messaging to users to stop password sharing will get more “aggressive” soon. During a recent earnings call, Perrette said that the company plans to “turn on the more aggressive language around what needs to happen” so that “we are putting the net in the right place, so to speak.”

Furthermore, the report suggests that Perrette continued by saying the language of the message right now has been fairly soft. Additionally, he mentioned that several months of testing have enabled WBD to determine “who’s a legitimate user who may not be a legitimate user.” Once the brand determines that, the next step is to adopt a more aggressive tone regarding what needs to happen by the fourth quarter.

In September, users will actually start to see the messaging

The report mentions that in September, HBO Max users will actually start to see the new messaging regarding paid password sharing. The streaming giant is looking to close the loopholes by the end of this year. Additionally, the company executives expect the paid sharing of passwords will boost subscriber growth. However, asking users to pay to share their passwords might not go over smoothly as the streaming brand expects.

It’s worth mentioning that HBO Max allows subscribers across all tiers to add a friend or family member to create a separate account with their own login credentials. The company charges an extra $7.99 per month to add a new shared user to your account outside your household.
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Source: ndroidheadlines.com