Life was fun when we could binge-watch all our favorite shows and recommend them to our friends. What made it even more fun to stream was the accessibility to share passwords of the OTT platforms. This format was no less than a favor for the audience, but now, the major streaming platforms seem to divert their attention to profit-making. First, the streaming giant Netflix and now Max have initiated a crackdown on password sharing to enhance profitability. The news about cost-cutting efforts by streaming services like Warner Bros and HBO was reported by Bloomberg. The move to limit password sharing is slated to commence later this year, with a full-scale implementation expected by 2025.
The decision to limit password shares stems from shareholders’ notion to boost Max’s profitability. By restricting password sharing, Warner Bros. aims to ensure that each user account corresponds to a paid subscription, thereby maximizing revenue potential.
Max has risen after witnessing a fair share of struggle
Max was launched in mid-2002, and despite having the potential to overpower every other streaming platform, it has been seen as the underdog in the streaming market. One who is a frequent user of Max knows that it has an expansive library of content that few streamers could compete with.
When Max debuted, its original name was HBO Max, which made it difficult for the platform to excel as HBO Go was also in the market. Moreover, viewers were also paying for the regular HBO channel.
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Considering all these setbacks, the streamer was rebranded to Max. Warner Brothers’ merger with Discovery and David Zaslav started a lengthy restructuring of the whole WBD brand. Amidst this, Max added an ad tier, which resulted in multiple price increases. Nevertheless, Max and HBO are still also at the forefront of bringing back watercooler television, with weekly releases of hit shows like “The Last of Us” and “The White Lotus.”
Max’s recent announcement regarding curbing password-sharing follows the trend initiated by competitors like Netflix and Disney. Since Max undoubtedly has a collection of top-notch content like “The Last of Us,” “House of the Dragon,” “Peacemaker,” and “True Detective,” it’s evident that the streaming service is unstoppable now. While there are currently little to no details on how exactly Max will limit password sharing, it’s likely the streamer will follow in the footsteps of its predecessors.
HBO’s newest series, “The Regime,” starring Kate Winslet, premiered this week and is available to stream on Max.
