Max Announce Details of their Password Sharing Crackdown

Another streaming service is acting like sharing your password is the worst thing you can do in life. If you thought the string of password crackdowns instigated by the likes of Netflix were over, Max has news for you. After announcing in April that there would be an “Extra Member Add-On” feature for United States subscribers, Warner Bros. Discovery shared new details about its decision that its streaming competitor clearly inspired. The add-on feature will cost $7.99 per month, regardless of the primary account owner’s plan. It’ll take some time for this to fully go into effect (so watch all the movies you can), but it’s coming nonetheless, per Warner Bros. Discovery’s streaming chief, JB Perrette.

According to The Hollywood Reporter, Max’s add-on feature is one dollar less than Netflix’s add-free add-on and will take 12 to 18 months to reach full steam. However, it’ll still cost account holders more, adding to the increase in streaming costs since it was first introduced as a way to compete with cable television. Perrett said that the initiative will “create another boost for both subscriber and [average revenue per user] growth through the extra member add-on… Content is obviously the fuel of this entire thing. The stories are the product.”

Max is home to some of the most popular shows, including The Last of Us, Succession, Euphoria, The White Lotus, and more, and there’s no doubt that this change will increase its revenue. What about the account holders, though? There’s no guarantee that this increase will bring another season of their favorite shows. JB Perrette, however, ensures that this change will bring better, stronger, and more consistent shows to the platform, according to ComingSoon. In April, the streaming chief said:

Extra Member Add-On and Profile Transfer are two key Max advancements, designed to help viewers with a new way to enjoy our best in-class content at an exceptional value, and offer subscribers greater flexibility in managing their accounts. These updates provide a simple way for subscribers to add-on a new member to their account or for existing subscribers who have users outside of their household to smoothly, and in an uninterrupted fashion, transition their profile so that extra members can continue to access Max.

Max Joins Netflix in Password Crackdown… What Streaming Service Could Be Next?

It could be argued whether the production quality of Netflix shows has increased since they cracked down on password sharing. The same could be said when Max joins its competitor in becoming more expensive. The changes make you think, “What streaming service could be next?” The answer: honestly, all of them. It’s a frustrating thought since, if you add up the monthly costs account holders pay for every streaming service they have, it amounts to about the same as a basic cable package. YouTube TV allows you to share your account with up to five family members, but its base plan increased by about $10 to $82.99 a month. When it first launched in 2017, the original cost was $35 a month. During a time when people are losing income and struggling to pay bills, a password crackdown is literally the bitter icing on the cake.

Source: ComingSoon