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HBO Max Password Sharing: Introduces $7.99 Fee for Password Sharing
HBO Max is set to launch a full-scale crackdown on password sharing starting this September. According to Warner Bros. Discovery’s latest earnings call, users will soon be required to pay $7.99 per month to share their accounts with individuals outside their household—a move directly confirmed by streaming CEO JB Perrette and reported by The Verge.
As part of the HBO Max Password Sharing policy, users will need to consider their options if they choose to share their login credentials.
During a recent earnings call, JB Perrette, CEO of Warner Bros. Discovery’s streaming division, revealed the update. He explained that while the company initially took a “soft approach” to password sharing enforcement, that will soon change. “In September, you’ll actually start to see the messaging — which right now has been a fairly soft, cancelable messaging — start to get more fixed and such that people have to take action,” Perrette said, as quoted by The Verge.
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The $7.99 password-sharing fee was quietly introduced earlier this year. Until now, users could avoid the charge because enforcement had not yet begun. However, that grace period is ending.
Squaredtech has verified that the new $7.99 fee will apply to each out-of-household user added to a primary HBO Max account. This fee gives the added user a separate login, password, and profile while allowing access to the same plan features as the main subscriber. Only one extra member can be added per account.
How the New HBO Max Fee Compares to Other Plans
HBO Max currently offers three primary subscription tiers:
- Ad-supported: $9.99/month
- Standard (ad-free): $16.99/month
- Premium (4K streaming): $20.99/month
With the new password sharing policy, subscribers who want to share their login with someone outside their home will pay $7.99 per month for each extra member. That makes the add-on only $2 cheaper than the standalone ad-supported plan. However, there’s a twist—if the main account holder pays for the Premium plan, the added member gets access to 4K streaming too, even at the lower $7.99 fee.
That means a second user gains access to higher-end content quality at a much lower price than if they subscribed independently. It’s a strategic move to retain sharers without losing them to separate accounts.
HBO Max plans to enforce this policy using several tools, including:
- IP addresses
- Account details
- Device IDs
- Viewing activity
This data will help identify accounts being used from multiple households. While some users may try to find workarounds, Squaredtech believes the technical enforcement tools will be difficult to bypass.
Following Netflix and Disney’s Lead on Password Enforcement
HBO Max is not the first streaming service to clamp down on password sharing. Squaredtech has tracked similar moves by Netflix and Disney, both of which faced backlash—but ultimately saw growth.
Netflix’s crackdown led to a sharp rise in new subscriptions and improved revenue. Disney followed the same strategy shortly after and saw similar results. HBO Max appears to be banking on the same outcome.
In fact, the success of Netflix’s enforcement model has made password-sharing restrictions a new norm in the streaming industry. Services are increasingly unwilling to let multiple households access premium content through a single account. These changes mark a shift in how streaming companies balance user convenience with profit goals.
HBO Max’s Branding Shuffle: From Max Back to HBO Max
Earlier this year, Warner Bros. Discovery reversed course on its branding. In 2023, the service was renamed from “HBO Max” to simply “Max.” That move failed to resonate with users, many of whom found the name confusing or bland.
Squaredtech reported on the rebranding controversy, noting how the decision to drop the iconic “HBO” name led to poor brand recognition and user backlash. This year, the company brought back the full name—HBO Max—to restore consumer trust and visibility. The return to the original branding also reinforces the platform’s identity as a home for premium HBO content.
This back-and-forth shows how sensitive branding is in the streaming market, where recognition and trust play a major role in user retention. HBO Max’s name carries weight, and Warner Bros. Discovery has decided to lean back into that legacy.
What This Means for HBO Max Users?
Squaredtech urges HBO Max users to prepare for the September rollout of password sharing enforcement. If you’re currently sharing your account with someone outside your household, you’ll need to decide whether to pay the $7.99 add-on or ask the other person to start their own subscription.
Here’s a breakdown of your options:
- Pay $7.99/month for one extra member: Share your plan legally and give them a separate profile.
- Ask the other user to subscribe independently: They’ll need to choose a plan—starting at $9.99/month.
- Stop sharing: Avoid additional fees, but limit your account to one household.
Squaredtech recommends reviewing your current account settings and being ready to update your plan if needed. The changes will roll out in September, so users still have a short window to make adjustments.
Final Thoughts From Squaredtech
HBO Max’s $7.99 password sharing fee marks a clear shift in the streaming economy. With enforcement beginning in September, users will no longer be able to share their logins for free. By aligning itself with Netflix and Disney’s strategies, HBO Max is signaling that the era of unrestricted account sharing is ending.
Squaredtech will continue monitoring how users respond to this change—and whether the crackdown leads to the subscriber growth HBO Max is hoping for. Stay tuned for more updates and in-depth analysis as streaming platforms continue to reshape the digital viewing experience.
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