Max is cracking down on password sharing, which, unlike Netflix's attempts, will be a bit less aggressive as it employs “very soft messaging.”

As The Verge noted on Warner Bros. Discovery's earnings call, CFO Gunnar Wiedenfels said the soft rollout is just the beginning. The company plans to further halt password sharing in 2025 and 2026.

Most streamers require users to pay an additional fee if they share passwords with other users, and it seems likely that Max may adopt a similar practice; Wiedenfels referred to password sharing as “a form of price increase,” and said that the company “will be asking non-subscribing or multi-family members to pay a little more,” he said.

Outside of password sharing, Max may raise prices across the board, as Wiedenfels said Max's “premium nature” leaves room for price increases; according to Wiedenfels, current prices for streaming services are “sensible.”

In June, the price of the ad-free plan increased by $1, bringing the price in the US from $15.99 to $16.99. Further price increases may make the value of the service seem less “sensible,” but it will be interesting to see how users react to rising costs and a crackdown on password sharing.

This is not the first time Max has considered cracking down on users who share passwords; in April, we learned that the company had detailed plans for password sharing.

After all, streaming services are designed to make money for the companies that run them, so it makes sense that Max and all the best streaming services would want everyone who watches to pay.