Max’s Password-Sharing Crackdown to Begin in December (But it Will Be ‘Gentle’… For Now)

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As a long-time gamer and streaming enthusiast, I’ve seen the rise and fall of many services, and I must say, the constant password-sharing crackdowns are becoming as predictable as my character dying in the latest game update.

Netflix’s efforts to curb password sharing were well-received, prompting Disney+ to follow suit. Consequently, it’s only natural that Hulu (Max in this context) would also implement a password-sharing restriction. Rest assured, Hulu’s password-sharing restrictions are indeed on the horizon, but they will initially roll out with soft, introductory messaging (emphasizing the “initial” or “beginning” aspect). Here’s what we currently understand about Hulu’s upcoming password-sharing measures, which are slated to commence in December.

JB Perrette, president and CEO of Warner Bros. Discovery’s global streaming and games division, has mentioned some upcoming, mild reminders that Max will be sending out in December. These messages are intended to discourage the practice of password sharing as Max embarks on its efforts to do so. (This information was reported by Variety.)

Perrette elaborates on striking a balance in a strict password-sharing policy enforcement: “This involves both art and science, as we aim to distinguish between those who are sharing passwords and those who might be away on vacation or business. It’s a complex task. Beginning in the first quarter, we will introduce a method to allow users to add another member. As we gather data and learn to detect effectively, using both explicit and implicit signals, you can expect the filters to become increasingly refined throughout 2025, growing progressively stricter.

As Max password-sharing rules get stricter, and on top of that, you can expect an uptick in prices, according to Perrette. He didn’t specify when or how much these price increases will be, but he emphasized that “Max and HBO as a content category aim to maintain our premium status, so we plan to continue raising prices over time.

Is that what we want?

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2024-12-05 00:02