Subscription prices are becoming increasingly frustrating for consumers, and it looks like companies aren’t planning to back down anytime soon. During Warner Bros Discovery’s Q3 earnings call, CFO Gunnar Weidenfels announced that Max will start cracking down on password sharing in the coming months, with more developments expected in 2025.
According to The Verge, this will begin with “soft messaging” about the changes, followed by stricter enforcement. This approach mirrors the password-sharing policies recently implemented by Netflix and Disney+, which involved sending emails to customers before tightening their subscription rules.
Weidenfels urged those who haven’t signed up or who share accounts across multiple households to “pay a little bit more,” suggesting that password sharing is essentially a form of price increase. He hinted that Max’s subscription prices could rise soon, noting that there’s “a fair amount of room to continue to push a price we’ve been judicious about.”
It’s worth mentioning that Max last raised prices for its ad-free and Ultimate tiers in June. This isn’t the first time the company has expressed a desire to limit password sharing, following Netflix’s successful initiative. With consumers still willing to pay for these services, it seems likely that price hikes will continue. I can relate to that feeling.
Max features some beloved TV shows, including Game of Thrones, The Last of Us, and The Sopranos, along with a vast catalog of Warner Bros movies. This is why I believe the company’s crackdown on password sharing could effectively boost subscriber numbers. Currently, Max has a user base of 110.5 million users, and this figure may grow following the upcoming changes.
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