March 9, 2026, 10:15 am | Read time: 2 minutes
Many streaming services have prohibited account sharing for years. HBO Max was different: The service largely allowed password sharing until now. That is about to change.
Warner Bros. Discovery, the parent company of HBO Max, has announced plans to crack down on shared accounts. The move comes in response to rather mixed quarterly results. The new strategy aims to strengthen control and reassure investors.
Friendly Reminders Become Stricter Rules
Until now, users received only friendly reminders when sharing an account—many simply ignored them. In the future, users will be clearly informed that they must open their own account if they are using the service unlawfully. This approach has already been implemented in the U.S., as reported by “The Verge.” Globally, HBO Max plans to introduce a technical block by 2026 to prevent account sharing beyond one’s household. Those who wish to continue using the platform will need their own account.
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Legal Sharing for an Additional Fee
To avoid completely deterring users, HBO Max offers a legal model. Through the “Extra Member” option, existing subscribers can add people outside their household for a fee. Prices for this option in Germany are not yet known. Profiles, watchlists, and personal recommendations can be transferred to the new account, ensuring no one loses their previous content. Warner Bros. Discovery views this measure as a “financial lever” to significantly boost revenues in the 2026 fiscal year. CEO David Zaslav has also set a goal to triple profits by 2030.
Users Face Decisions
For many fans of series and movies, the new regulation means they must choose between multiple streaming services. The market is now heavily saturated, and many providers regularly increase their prices. Account sharing has been a way for many to reduce costs. Whether the new rules at HBO Max will lead to more subscriptions depends largely on how users react to the changes.