Max will kick off its password-sharing crackdown over the next few months with “very soft messaging” surrounding the change. During Warner Bros. Discovery’s Q3 earnings call on Thursday, chief financial officer Gunnar Wiedenfels said this initial rollout would be followed by more progress in 2025 and 2026.
Wiedenfels called password sharing “a form of price rises,” as the company is “asking members who have not signed up, or multi-household members to pay a little bit more.” This isn’t the first time we’ve heard about Max’s interest in password sharing, but now we have more details about when — and how — it will all begin.
Wiedenfels didn’t rule out the possibility of a Max price increase, either. He said that the “premium nature” of the service leaves “a fair amount of room to continue to push a price we’ve been judicious about.” Max last raised prices across its ad-free plans in June.
