HBO Max to Expand Password-Sharing Crackdown Globally Starting 2026

Warner Bros. Discovery has announced plans to take its HBO Max password-sharing crackdown worldwide, with global expansion set to commence in 2026. The move marks a significant escalation in the streaming giant's efforts to monetise account sharing that has long been common practice among subscribers.

JB Perrette, Warner Bros. Discovery's streaming chief, revealed the international expansion timeline during an earnings call on Thursday. The announcement comes as HBO Max continues its aggressive rollout across new markets, having recently launched in several European countries and Latin America, with further expansion planned for the UK, Ireland, and the Asia Pacific region.

The company has been testing and refining its paid sharing initiative in the United States over the past year. In August, HBO Max introduced more forceful prompts designed to push users toward purchasing additional member slots for $7.99 per month – a fee that allows account holders to add another user to their subscription.

The streaming industry has increasingly viewed password sharing as a significant revenue opportunity. HBO Max follows in the footsteps of Netflix, which pioneered the paid sharing model with considerable success, demonstrating that a substantial portion of users are willing to pay extra rather than lose access to shared accounts.

The timing of HBO Max's expanded crackdown aligns with its international growth strategy. As the platform establishes itself in new territories, the company appears determined to build proper monetisation habits from the outset rather than allowing password sharing to become entrenched in these markets as it did in the US.

Industry analysts suggest the move could significantly boost HBO Max's average revenue per user (ARPU), a key metric for streaming services seeking sustainable profitability. With production costs for premium content continuing to rise, streaming platforms are under increasing pressure to maximise subscriber revenue.

The $7.99 price point for additional users positions HBO Max competitively within the market, sitting below the cost of a standalone subscription while still representing meaningful incremental revenue for the company. This pricing strategy aims to convert borrowers into paying customers without pushing them toward cancellation.

Warner Bros. Discovery's broader streaming strategy has focused on building a profitable, scaled platform following the merger that created the media giant. The password-sharing crackdown represents one component of a multi-pronged approach that includes content cost management, advertising tier growth, and international expansion.

Subscribers in markets where HBO Max is newly available should expect to encounter the paid sharing prompts as the 2026 rollout progresses. The company will likely tailor its messaging and approach based on lessons learned from the US implementation, where early resistance gradually gave way to acceptance as users recognised the value proposition.

The global expansion of HBO Max's password-sharing restrictions signals a broader industry shift away from the permissive attitudes that characterized streaming's early years, as platforms mature and prioritise profitability over pure subscriber growth metrics.