Wiedenfels said HBO Max would begin shutting down password sharing over time, starting with "very soft messaging" over "the next few months," then clamping down harder moving into 2025 and through 2026. You might have noticed this, if yours is among the accounts HBO Max has targeted with a warning.
HBO Max's "gentle, early messaging" on password sharing has been in effect since December, with the company targeting password-sharing users it believes are "in the higher tier of usage." HBO Max hasn't been guessing who that is, either; rather, the company has been collecting data on its users to figure out which ones are actually sharing their passwords, versus the ones using their accounts while traveling. (Personally, nothing makes me feel more valued as a customer more than being spied on, especially when the end result is potentially charging me more money.)
We now appear to be nearing the end of the "gentle messaging phase." On the company's earnings call this week, JB Perrette, CEO and President of Global Streaming and Games for Warner Bros. Discovery, announced that this messaging is about to get "aggressive." Perette says the company now has a good idea which users are legitimate account holders, and which are not, and that's giving the company the confidence to push its plans further. Perette didn't go into specifics about the messaging itself, but reading between the lines, it's likely some users can soon expect to be blocked from accessing HBO Max accounts that they aren't directly paying for.
How you might be able to get around HBO Max's password sharing crackdown
Based on the info we have now, HBO Max isn't yet planning to start locking users out of an account if they try logging from outside the household. However, it's good to be prepared.
While Netflix is a stickler for logging in on smart TVs, it's more lenient for mobile devices like phones, tablets, and computers: As long as you use your mobile device to access Netflix while its connected to the account holder's household wifi, it should work when you're outside the household for at least the next 30 days.
Though there are no guarantees, I imagine HBO Max will employ a similar process, so if you're sharing passwords with friends or family across town who you visit often, you might not have much to worry about. If you're using the password of someone who lives a few states away, however, it might be time to get your own account.
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