Warner Bros. Discovery has rolled out a new feature on its streaming platform Max aimed at addressing the widespread issue of password sharing. The initiative, called the Extra Member Add-On, allows subscribers to add one person outside their household to their account for a monthly fee of $7.99. This move closely mirrors the approach already implemented by other major streaming services in recent years.
With this new feature, the added user receives a separate, stand-alone account while remaining under the original subscription. This means they can maintain their own viewing preferences, personalized recommendations, and watch history—ensuring a smooth transition from an existing shared profile to an independent one. The Profile Transfer option enables these personalized settings to follow the user, minimizing disruption.
Currently, the Extra Member Add-On feature allows for only one such add-on per subscription, maintaining a controlled framework for managing account usage. Warner Bros. Discovery has stated that these changes are designed to offer viewers more flexibility and value while reinforcing account integrity. According to JB Perrette, the company’s CEO of global streaming and games, both the Extra Member Add-On and Profile Transfer functions are key tools in giving users a better and more adaptable streaming experience.
The company had first hinted at plans to combat password sharing as early as December, reflecting an industry-wide push to improve revenue streams and ensure sustainable growth for direct-to-consumer services. As streaming becomes increasingly competitive, providers are looking for new ways to encourage individual subscriptions and reduce unauthorized account use.
Other platforms have set a precedent in this space. Netflix led the charge by implementing its own paid sharing model in 2023, followed by Disney+ last fall. These changes have shown mixed reactions from users but have generally supported the goal of driving profitability and increasing user accountability.
Max’s introduction of the Extra Member Add-On reflects a larger trend among streaming services to refine their business models in response to evolving consumer behavior. By enabling controlled account sharing with added flexibility, the company aims to balance user convenience with long-term financial goals, positioning Max to remain competitive in the fast-moving streaming landscape.
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