(Editor's Note: An earlier version of this story mistakenly attributes some of JB Perrette's quotes to David Zaslav.)

If Netflix does, the rest will follow.

Last month, Max became the latest major streaming platform to announce a password-sharing crackdown. On April 22, 2025, Warner Bros. discovered that it announced a new “extra membership additional feature” feature for U.S. Max subscribers; it costs $7.99 per month regardless of the tier of the main account. That's $1 more than the entry-level price of Netflix's own precedent plan and $1 less than Netflix's ad-free add-ons.

"The additional member add-ons and profile transfers are two key biggest advances, designed to help viewers enjoy our best-in-class content in a new way and provide subscribers with greater flexibility to manage their accounts," said JB Perrette, streaming director at Warner Bros. Discovery at the time. "These updates provide subscribers with an easy way to add new members to their accounts, or for existing subscribers who have home external users smoothly and uninterrupted transitions to their profiles so that additional members can continue to access Max."

Perrette said during a first-quarter bonus call on Thursday, May 8, 2025 that his and David Zaslav’s “password sharing repression program” will take “12 to 18 months” to “go all out.”

"It will in turn grow subscribers and (average revenue per user) through additional member add-ons," Perrette said.

He continued: "Content is obviously the fuel for the whole thing," which they do have. “Stories are products.”

"What Casey and the team planned for the next 18-24 months was stronger and more consistent than anything we once had," Perett said.

Max is home to all HBO content and the Lion share of Discovery+ Series. The highest and highest original includes hacker,,,,, Pitt,,,,, That's it... And more.

Netflix's membership and profits grew primarily, and were based on its "paid sharing" option; Disney+ followed closely behind. As Perrette points out, there is a significant delay in announcing new revenue streams and realizing that there is a significant delay in its monetization.

The program has done miracles for Netflix and seems to have a positive impact on Disney, although the smaller the service, the more limited its impact is. Moreover, a 12-18-month schedule is longer than what you see after Netflix implementation.

Max has a hurdle that its competitors don't: it's still a premium standalone product, which costs $9.99 (with ads) more expensive than Netflix, and doesn't have Disney's bundling options. In fact, WBD executives say it has recently been one of its most successful bundles with Disney+ and Hulu, suggesting that WBD may need to build more partnerships with other companies to keep growing and down.

Here you can find all information about the maximum password sharing repression. You can find Warner Bros. Explore First Quarter Earnings here.

Alex Weprin contributed to the report.