Max will begin an offensive against password sharing

According to statements by the executive, it is an “art and science” to discover which users share their accounts or if they are used at a vacation home or during a business trip. That is why 2025 will be a year of learning in this sense.

“As we get the data, we will start to determine, with some explicit and implicit signals, how good we are at detection, and as we move into 2025, we will see the filters become increasingly stricter,” he explained.

A growth engine

The executive was clear in saying that these types of measures will be a “significant growth engine” for the company starting in the second half of 2025 and throughout 2026.

It is worth mentioning that Max, since its launch after the merger between Discovery and Warner Bros. Discovery, studied the possibility of avoiding shared accounts because it has become a common denominator in the industry to increase its user base and improve the perspective. of sales.

The Netflix case has been an important lesson for the entire streaming industry, as it demonstrated that although the measure may be anti-consumer, the levels of new subscribers continue to grow despite the new costs they must assume.

According to Netflix data, the account ban has already begun to be capitalized on. In the third quarter of this year alone it added 5.1 million new subscribers, more than the projected 4.5 million, bringing total paid subscribers to 282.7 million.

One of the main challenges for streaming platforms is to get users to increase their average income (ARPU), and the way they consider this expense can grow is by avoiding sharing accounts.

On the other hand, Perrette also gave updates on the platform’s content and confirmed that the seasons of some long-awaited series such as The White Lotus and The Last of Us will premiere in February and spring of next year, respectively.