When it all started in streaming services, they promised you that they would never turn their back on you: zero ads, you can share passwords, we are your friends. And now… Well, now… HBO Max is preparing to implement an aggressive campaign aimed at eradicating password sharing among its subscribers. According to JB Perrette, director of streaming at HBO Max, the company has been conducting tests for several months to identify “legitimate users” versus those who are not.
HBO: Are you looking for trouble?
The strategy, which will be intensified in the fourth quarter of this year, aims to transform the current communication regarding password sharing, which has so far been more optional, into a firmer message that requires users to take concrete actions. Perrette has noted that the language used in this communication will be less lenient, seeking to make subscribers understand that they need to adjust their usage habits.
HBO Max had previously announced the possibility of adding users outside the household for an additional fee. However, this service does not seem to be a very attractive option for users, given that HBO Max’s rates tend to be higher, especially when compared to packages from other streaming services that offer more competitive prices.
The decision to eliminate password sharing responds to the recent trend among streaming platforms to better monetize their subscriptions. In an increasingly saturated market, where companies are looking for ways to increase their revenue amid growing competition, HBO Max seems determined to shake off the practice of account sharing.
Thus, users who share their HBO Max account with people outside their home will be forced to pay more or look for alternatives in the wide ecosystem of available streaming services. This marks a significant change in the way content platforms are handling access and monetization of their services.