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Warner Bros. Discovery (WBD) has announced an expansion of actions aimed at users sharing their passwords with people outside their household. This decision coincides with the planned debut of the HBO Max service next month in the UK and other countries. The company, after successfully implementing blocks in selected European markets in January, is now moving to more decisive measures.
Upcoming "assertive" communications
The company is moving away from the testing phase and preparing for the mass implementation of blocks. JB Perrette, the CEO of global streaming at WBD, announced that the current, mild and easily ignored notifications will be replaced with "fixed" and "assertive" messages. Users identified as account sharers will be offered the option to add an additional member to their subscription for a fee of 7.99 USD per month (advertisement-supported). These changes aim to directly monetise millions of viewers who have so far used the service for free thanks to the courtesy of friends or family.
Global expansion of blocks and ambitious plans for 2026
As noted by Erik Gruenwedel from mediaplaynews, Warner Bros. Discovery ended 2025 with 72.4 million international subscribers, recording an increase of 12 million in the fourth quarter alone. Company representatives emphasise that current efforts are just the beginning of a wide-ranging operation that will fully launch in 2026. WBD is counting on the tightening of the system, combined with entry into new large markets and a strengthened programming offer, to maintain a high growth rate in revenue.
Source: Media Play News
