Password Sharing Crackdown: Max Joins the Ranks of Netflix and Disney+
In a move that’s becoming increasingly familiar, Max, a popular streaming platform, has announced a crackdown on password sharing. Following in the footsteps of competitors like Netflix and Disney+, Max is introducing a new feature called Extra Member Add-On, which will charge users for sharing passwords with individuals outside their household. This update is the latest in a series of efforts by streaming services to monetize their platforms and reduce password sharing.
The Extra Member Add-On will cost $7.99 per month and allows users to add one additional member to their account. However, this new member can only stream from one profile on one device at a time. In a press statement, JB Perrette, CEO and president of global streaming and games at Warner Bros Discovery, framed the update as a positive development for customers. "Extra Member Add-On and Profile Transfer are two key Max advancements, designed to help viewers with a new way to enjoy our best-in-class content at an exceptional value, and offer subscribers greater flexibility in managing their accounts," he said.
While the update may provide some benefits, such as the ability to transfer profiles and maintain watch history, it’s clear that the primary goal is to generate additional revenue. Max has been increasing its prices in recent years, with ad-free plans now costing $16.99 per month and Ultimate ad-free plans costing $20.99 per month. The ad-tier plan costs $9.99 per month. With the added cost of the Extra Member Add-On, users may be wondering if the extra expense is worth it, especially given Max’s tendency to remove programming from its archives without notice.
As the streaming landscape continues to evolve, it’s likely that we’ll see more platforms following suit and implementing similar measures to crack down on password sharing. For now, users will have to decide whether the benefits of Max’s Extra Member Add-On outweigh the costs. With the rise of streaming services, it’s becoming increasingly important for consumers to be aware of the terms and conditions of their subscriptions and to make informed decisions about how they want to access their favorite content.
In a market where streaming services are constantly vying for dominance, the password sharing crackdown is just one aspect of a larger trend towards monetization and revenue generation. As consumers, it’s essential to stay informed and adapt to these changes to ensure that we’re getting the most value out of our subscriptions. With Max’s Extra Member Add-On, the question remains: is the added cost worth it, or will users seek alternative options for their streaming needs?
