Max has officially begun implementing its new policy regarding password sharing, announcing on Tuesday the introduction of an “Extra Member Add-On” feature. This new option allows subscribers to share their accounts with individuals outside their household by creating sub-accounts under their main subscription.
Details of the Extra Member Add-On
For a fee of $7.99 per month, subscribers can invite friends or family members to have their own accounts linked to the primary Max subscription. This fee aligns with charges imposed by similar services, such as Netflix, which has also adopted this pricing structure for sharing accounts. The cost remains consistent across all subscription tiers of Max.
Transitioning from Shared Accounts
Alongside this initiative, Max is introducing a mechanism for users who previously shared their passwords to easily transition their profile information to a new “extra member” account. This feature mirrors an approach already established by Netflix.
Background on Password Sharing Policies
Max’s decision to enforce these new measures is part of a broader trend among streaming platforms. Historically, companies like Netflix overlooked password sharing, believing that increased viewership would eventually convert to paid subscriptions. However, following the pandemic, the demand for profitability intensified on Wall Street, prompting these platforms to reconsider their stance.
Netflix was the pioneer in adopting fees for sub-accounts, which began in late 2023. This was soon followed by Disney+, which charges users varying fees depending on their subscription tier, with $6.99 for Disney+ Basic and $9.99 for the Premium tier for extra members.
Impact and Industry Response
As these platforms tighten their policies on account sharing, the results have been promising. For instance, Netflix reported a 13 percent increase in revenue in the first quarter of 2025, indicating that the crackdown on password sharing is contributing positively to its financial performance.