Warner Bros. Discovery is preparing to aggressively limit password sharing on its Max streaming platform, beginning next month and escalating throughout 2025. The move aims to turn shared users into paying subscribers, following Netflix and Disney+ strategies.

The company plans to deploy technology that detects unusual login activity, such as access from multiple locations. Users will get gentle warnings before stricter actions like suspensions or paid upgrades are enforced.

The initiative seeks to boost revenue and reduce subscriber churn in an increasingly competitive streaming market.

While concerns remain about user dissatisfaction and possible cancellations, Warner Bros. Discovery is confident that its extensive library of popular content, including HBO, DC, and Discovery titles, will encourage loyalty.

The goal is to create a sustainable revenue model that directly supports investments in original programming.

Industry observers note that Max's crackdown reflects broader streaming trends, where enforcing account integrity becomes essential to growth. The full impact will be clear by the end of 2025, possibly shaping future subscription management.