Max (formerly HBO Max) is intensifying its efforts to prevent password sharing among users who don't live in the same household. Following similar moves by Netflix and Disney+, Max began rolling out detection measures earlier in 2024 and is now expanding this crackdown more broadly.

The service uses technology to identify accounts being accessed outside the primary subscriber's location. Users flagged for potential sharing will receive notifications (likely via email or in-app messages) prompting them to verify their household.

To provide a legitimate option for sharing, Max is introducing an "add an extra member" feature. This will allow subscribers to pay an additional monthly fee to grant access to someone outside their household.

The primary goal for Max and its parent company, Warner Bros. Discovery, is to convert freeloading viewers into paying subscribers or generate additional revenue through the "extra member" fees. This enforcement strategy and the new feature are expected to continue rolling out through the remainder of 2024 and into 2025.

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