Discovery Max, following the trend set by other major streaming platforms like Netflix, Hulu, and Disney+, plans to curb account sharing by rolling out a gradual crackdown on users who violate their user agreements. Starting this fall, they will send 'gentle messaging' to high data users who are likely sharing their accounts, reminding them that such practices are against policy. By 2025, subscription features similar to Netflix's 'member addition' options will be implemented.
JB Perrette, CEO of Warner Brothers Discovery, highlighted the success Netflix experienced after its own account-sharing crackdown. He stated, 'Netflix has implemented it extremely successfully. We're gonna be doing that starting later this year and into 2025.' This strategy aligns with the company’s intention to enhance its subscription base and mimic successful tactics utilized by competitors.
As Discovery Max has seen an influx of subscribers, adding over 7 million in just the last quarter, they are considering a price increase as part of their strategy. Perrette noted, 'Given the premium nature of Max, a price increase to go along with the crackdown isn't off the table.' The service is currently priced at $9.99 for the ad-supported version and $16.99 for the ad-free option.
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