HBO Max, the streaming service owned by Warner Bros. Discovery, is intensifying its global efforts to restrict password sharing among subscribers. This strategic move follows similar initiatives by major streaming competitors such as Netflix and Disney+, as providers seek to increase revenue and ensure compliance with their user agreements.

The streaming platform, which recently launched in German-speaking markets including Germany, Austria, Switzerland, Liechtenstein, and Luxembourg, is now preparing to implement stricter account-sharing policies worldwide by 2026. Users who previously shared their login credentials with individuals outside their household will increasingly encounter prompts urging them to add additional users for a fee. In the United States, this fee is set at 8 US dollars per month for each extra user, a model that is expected to roll out internationally.

Industry-Wide Shift Towards Monetizing Shared Accounts

HBO Max's decision aligns with a broader industry trend, as streaming services aim to convert unauthorized viewers into paying subscribers. Netflix pioneered this approach, first experimenting with stricter controls in select markets before introducing global restrictions. Disney+ followed suit, beginning to enforce similar policies in 2024, particularly in the United States. These companies have reported positive results, including an uptick in new paid accounts, after addressing password sharing.

While HBO Max advances its account-sharing crackdown, the platform's long-term future remains uncertain. Its parent company, Warner Bros. Discovery (WBD), is currently at the center of a competitive acquisition process involving major industry players. Both Netflix and Paramount Skydance (PSKY) have expressed interest in acquiring the streaming business. Netflix is currently seen as a leading contender, while PSKY has made efforts to acquire the entire Warner Bros. Discovery conglomerate. However, Warner Bros. Discovery's board has already reached a sales agreement with Netflix for the Warner Bros. segment, aiming to retain Discovery as a standalone entity. Recent legal action by PSKY against Warner Bros. Discovery highlights the intensity of the ongoing bidding war, and the final outcome could have significant implications for the future of HBO Max and its subscribers.

Continued Subscriber Growth Despite Uncertainty

Despite these unresolved questions about ownership, HBO Max continues to experience subscriber growth. According to the latest financial results, the service added 3.5 million subscribers worldwide in the fourth quarter of 2025, bringing its total user base to 131.6 million. Warner Bros. Discovery projects that this figure will reach 150 million by the end of 2026, attributing much of this growth to its ongoing international expansion. The recent launch in Central European markets is seen as a key driver, opening new opportunities for the platform to attract a broader, multilingual audience.

Implementation Timeline and User Impact

According to Warner Bros. Discovery's streaming leadership, the enhanced enforcement of password-sharing rules is still in its early stages outside the United States. The company has indicated that the global rollout of these measures will begin in earnest in 2026. As a result, international HBO Max subscribers should expect more frequent reminders about the platform's password-sharing policies and may need to pay additional fees to maintain shared access across multiple households.

This shift reflects the evolving business strategies of streaming providers, who are increasingly focused on balancing user convenience with the need to sustain profitability in a highly competitive digital entertainment market. The introduction of paid sharing options and stricter account controls marks a significant change in how streaming services manage access, with the potential to reshape consumer habits and industry dynamics worldwide.

As the landscape of media ownership continues to change and streaming platforms adapt their business models, HBO Max's approach to password sharing is set to become a defining feature of its global expansion strategy. Subscribers are advised to stay informed about upcoming policy changes and to review the terms of service to ensure compliance as enforcement becomes more widespread.