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Warner Bros. Discovery (WBD) announced an expansion of measures aimed at users sharing their passwords with people outside their households. This decision coincides with the upcoming debut of the HBO Max service in the UK and other countries next month. The company, after a successful implementation of blocks in selected European markets in January, is now moving on to more decisive actions.
"Assertive" messages are coming
The company is moving away from the testing phase and is preparing for the mass implementation of restrictions. JB Perrette, the CEO of global streaming at WBD, announced that the previous gentle and easy-to-ignore notifications will be replaced by "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 (in the ad-supported package). These changes aim to directly monetize millions of viewers who have previously accessed the service for free, thanks to the generosity of friends or family.
Global Expansion of Blockades and Ambitious Plans for 2026
As noted by Erik Gruenwedel from mediaplaynews, Warner Bros. Discovery ended 2025 with 72.4 million foreign subscribers, recording an increase of 12 million in the fourth quarter alone. Company representatives emphasize that the current actions are just the beginning of a large-scale operation that will fully launch in 2026. WBD hopes that tightening the system, combined with entering new, large markets and an enhanced programming offer, will allow for the maintenance of high revenue growth dynamics.
Source: Media Play News
