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.

If you’ve been sharing account access to HBO Max, the good times are soon coming to an end. JB Perrette, head of streaming and gaming at Warner Bros. Discovery said on the company’s second-quarter earnings call that messaging to consumers is about to get more “aggressive.

Bad news for HBO Max fans — and their younger siblings, friends, and roommates. Starting in September, the streaming platform will start an "aggressive" crackdown on password sharing.

The service has been offering a "soft" warning to select customers over the last few months, but will be more direct in the fall.

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.

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