As a result, Warner Bros. Discovery expects the account-sharing crackdown to lead to more paid subscriptions in Q4 and next year. HBO Max introduced paid account sharing in April, enabling a subscriber to share access with an “extra member” for an extra $7.99 per month. It reported adding 3.4 million subscribers to HBO Max in Q2.

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For years, streaming services have put forth various stopgap measures to try to avoid users sharing accounts. While some have found a level of success, nothing has been noteworthy or efficient enough that it's been replicated across other services.