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Max to Get ‘More Assertive’ in Blocking Password-Sharing Users Later This Year, WBD Exec Says
Max's messaging to users on password sharing will get "more assertive" starting later in 2025, Warner Bros. Discovery exec JB Perrette said.
On WBD’s Q1 earnings call, Perrette declined to quantify the “size of the opportunity” for Max’s password crackdown — which follows Netflix’s similar move that provided a lift to revenue. Perrette told analysts it will take 12-18 months to fully roll out the Max password-sharing initiative, which he expects to deliver a “boost of both subscriber and ARPU growth,” referring to average revenue per unit. Max’s terms of service for North America indicate that the company reserves the right to limit accounts that violate password-sharing rules.
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