Max confirms 2024 password crackdown, explores adding transactional ads

Enlarge / Max viewers will soon need their own account to watch Ellie in The Last of Us (credit: Liane Hentscher/HBO)

Warner Bros. Discovery (WBD) has confirmed that it will be cracking down on password sharing for its Max streaming service starting this year. The news follows streaming rivals, including Netflix and, soon, Disney-owned Disney+ and Hulu, in banning the sharing of account login information with people outside of the account holder’s household.

As spotted by TheWrap, while speaking at Morgan Stanley’s Technology, Media and Telecom 2024 conference in San Francisco on Monday, JB Perrette, CEO and president of global streaming and games at WBD, said that WBD sees a password sharing crackdown as a “growth opportunity.”

“Obviously Netflix has implemented [its password crackdown] extremely successfully. We’re gonna be doing that starting later this year and into ’25,” Perrette said.