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Warner Bros. Discovery (WBD) has announced an expansion of measures targeting users who share their passwords with individuals outside their household. This decision coincides with the upcoming debut of the HBO Max service in the UK and other countries next month. Following a successful implementation of blocks in selected European markets in January, the company is now moving on to more decisive actions.
“Assertive” messages are coming
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 previous gentle and easy-to-ignore 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 per month (with ads included). These changes aim to directly monetise the millions of viewers who have been using the service for free thanks to 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 foreign subscribers, marking an increase of 12 million in the fourth quarter alone. Company representatives emphasize that current activities are just the beginning of a wide-ranging operation that will fully launch in 2026. WBD hopes that the tightening of the system, combined with entry into new, large markets and an enhanced programming offer, will allow for the maintenance of high revenue growth dynamics.
Source: Media Play News
