HBO Max tightens password sharing

HBO Max will start charging 7.99 per month for an extra member outside the main household as part of a broader password sharing crackdown.

HBO Max Tightens Password Sharing With New 7.99 Add On Fee

HBO Max will start charging 7.99 per month for each extra member outside the primary household. The add on gives the extra viewer their own account password and profile, and only one extra member can be added. The change follows earlier steps to discourage password sharing, and a September messaging shift will move from a soft approach to action oriented prompts. For now, adding an extra member remains voluntary.

The streaming service offers several tiers: with ads at 9.99 per month, Standard without ads at 16.99, and Premium with 4K at 20.99. The add on works with the main plan and allows 4K access for the extra member if the main plan includes it. HBO Max says it will use account information, IP address, device ID, and user activity to determine cross household use. The move mirrors steps taken by Netflix and Disney, which reported subscriber gains after tightening sharing rules. Warner Bros. Discovery also briefly reverted the Max branding back to HBO Max earlier this year, returning to the original name after a misstep.

The crackdown reflects a shift toward revenue driven pricing in streaming, where price ladders and pay as you go features replace broad growth from more viewers. It tests how audiences value convenience versus cost and whether churn will erode any gains from new fees. If many households feel the charges are unfair, the policy could backfire and invite competitive pressure or public criticism.

The branding stumble earlier this year, when Max was dropped in favor of HBO Max, now sits beside a price increase as the company presses for stability. The policy will likely influence rivals and policy discussions about digital access, as executives weigh the balance between protecting intellectual property and keeping subscribers engaged.

Highlights

Watching how households respond will reveal if price discipline translates into lasting subscribers