- HBO Max confirmed “aggressive” plans to address passwords, following Netflix steps
- He HBO MAX Password sharing repression It will begin to be applied more rigorously in September 2025
- Subscribers already complain about their accounts
The Head of Transmission and Game at Warner Bros. Discovery JB Perrette confirmed in the profit call of the second quarter of the company that HBO Max will begin an “aggressive” offensive against the exchange of passwords as of September 2025.
It is a movement that follows the steps of rival transmission services such as Netflix and Disney+, setting a 180 change of previous marketing campaigns encouraging users to share the details of their account (we all remember those Netflix ads). The idea is to close the existing lagoons and generate profits, although the benefits of doing so are not expected to do until 2026.
As is, HBO Max is, without a doubt, one of the best market transmission services. Houses original content that includes The last of us, The white lotus, Euphoria and PacifierWith a quality portfolio of classic films and television programs added to the platform every month.
However, in a world where streamers are becoming more expensive and inaccessible to groups of people (for example, if you are a family in the same home, it makes sense to share an account, however, HBO Max does not offer a family subscription level), the decision to make password exchange more difficult is one that is not yet well with your subscribers.
The first comments of X/Twitter of users show that subscribers already complain. A user said “That is a way of losing subscriptions quickly”, and another adds: “In the first days of Netflix, we all share passwords such as Pokémon cards. Now they want a DNA test before I can see Euphoria?? “
Others have noticed how close is the announcement for the traction of the entire content of the platform cartoon network (do not worry, you can still find a lot of this in Hulu in the United States, while those in Australia can find the network programs in Stan). It seems that HBO Max is accumulating bad news after the bad news, but let’s deepen the methods behind his madness.
Opinion: HBO Max’s ‘aggressive’ password is exactly the news he wanted to hear
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Perette explained during the call that the months of testing have entered “who is a legitimate user who may not be a legitimate user,” and added that the next step is “to light the most aggressive language around what should happen” so that “they are putting the network in the right place, so to speak.” Later in 2025, the repression will occur “in a much more aggressive way”, and added “the message language at this time has been a fairly soft and cancelable message, [which will] Start to get more and such that people have to take measures instead of now, have to be a voluntary process. “
After all this is established “the real benefit will probably begin in the fourth quarter and then activate in 2026”. But as WBD claims to have added 3.4 million transmission subscribers to their platforms during the last quarter, can we really expect them to reach their new general objective of 150 million subscribers by 2026 if measures like this are introduced? The fact that I now have to jump through more hoops just to transmit the content I want is incredibly offering, and I would not be surprised if more people turn to free transmission alternatives, or I dare to say it, cable television.
However, it is not something to worry about HBO Max itself, with the eyes in the prize of a considerable theatrical board that directs us in the coming years. As the WBD CEO, David M. Zaslav, explained in the call: “One of the assets we have in this company is that we have such a convincing narration IP that people know in all parts of the world, either Ordinance, Superman, Wonderful woman, Lord of the Rings. And then we will call them the big posts of the store, Harry Potter. And then the smallest tent posts like the wanted, Thugs, Gremlins, Practical magic That everyone knows.
“Our strategy is [to] Strategically illuminate those large tent posts so that we have two or three of them a year, which provides real stability. We have a great script in Lord of the Rings With Peter Jackson, that we are already advancing, and we will give more details about it. “
