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Warner Bros. Discovery is adopting strategies similar to those of Netflix in its approach to managing subscription sharing.
The company’s streaming platform, Max, has introduced a new feature known as the Extra Member Add-On. This initiative is aimed at curbing password sharing outside the primary household, mirroring a paid sharing model that Netflix implemented earlier. Users can now add someone who resides outside their home to their subscription for a monthly fee.
This add-on is priced at $7.99 per month, allowing the extra member to have their own independent account that operates under the main subscription. Notably, users who had existing profiles but did not live with the original account holder can migrate their data to this new arrangement, ensuring their viewing history and personalized recommendations are intact.
Currently, each account can accommodate only one additional profile under this option.
Netflix had long indicated plans to tighten its stance on password sharing before rolling out changes in 2023. Following suit, Disney also modified its approach for Disney+ in the fall of that year.
JB Perrette, CEO of global streaming and games at Warner Bros. Discovery, stated, “Extra Member Add-On and Profile Transfer represent significant advancements for Max, aimed at providing viewers with a new and flexible way to access our premium content at a compelling value.”
This initiative to limit password sharing was initially discussed by Warner Bros. Discovery in December. Such measures reflect the ongoing efforts of streaming platforms to enhance revenue streams and maintain profitability amidst growing competition in the direct-to-consumer market.
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