HBO Max Plans Global Expansion of Password-Sharing Enforcement
Warner Bros. Discovery (WBD) has announced that its efforts to curb password sharing on HBO Max are far from over, with plans to intensify enforcement worldwide in 2026. This development was revealed during the company’s fourth-quarter 2025 earnings call, where streaming chief JB Perrette described the current crackdown as being in its early stages but poised to scale significantly.
Following a strategy similar to Netflix, which began its own password-sharing restrictions in the US last year, HBO Max introduced measures to limit account sharing domestically in August 2025. Now, WBD is preparing to expand these restrictions internationally, coinciding with the upcoming launch of HBO Max in the UK and Ireland scheduled for 26 March 2026.
New Subscription Options and Reporting Changes
To ease the transition for users accustomed to sharing passwords, HBO Max offers an option to add an out-of-household account for an additional $7.99 per month. This approach aims to monetise shared usage without completely alienating subscribers who rely on shared access.
In addition to tightening password controls, WBD announced it will cease reporting HBO Max subscriber numbers, following Netflix’s lead after it stopped sharing such data in early 2025. Despite this change, the company remains optimistic about growth, projecting to reach 150 million subscribers by the end of the current year.
Context and Future Outlook
This move reflects a broader industry trend where streaming platforms seek to convert shared viewers into paying customers to boost revenue. HBO Max’s gradual enforcement indicates a strategic approach to balance user experience with monetisation goals. The upcoming UK and Ireland launch represents a significant expansion for the service, and how password-sharing policies are received there will be crucial.
As WBD continues to refine its subscription model and enforcement tactics, subscribers can expect further updates on how these changes will impact their viewing experience. The coming year will be pivotal for HBO Max as it navigates growth amid evolving user behaviour and competitive streaming markets.
For more details on the earnings call and WBD’s strategy, see the recent report from The Wrap.
Overall, HBO Max’s intensified crackdown on password sharing signals a clear intent to increase paid subscriptions globally while adapting to the changing landscape of streaming consumption.