The model initiated by the streaming platform, Netflix, to prohibit the sharing of accounts between users who do not reside in the same house, has begun to have an impact on the rest of the competitors in this sector that is growing day by day. And the most recent addition has been MAX.
Warner Bros. Discovery, owner of the streaming platform, announced, through its president and executive director of global broadcasting and games, JB Perrette, that this strategy is based on the success achieved by Netflix, who “established” said rule since late 2022 and early 2023 in various countries.
It should be remembered that this model seeks, in addition to increasing the number of subscribers to the platform in question, to provide a better user experience as well as personalize each product with respect to the consumer.
When will the new MAX law come into effect?
According to Perrette, who recently presented at the Morgan Stanley Technology, Media and Telecom conference, the new measure could be put into action by the end of 2024 and until 2025.
“I’m conscious not to exaggerate, but we believe that, relative to the scale of our business, it is a significant opportunity.”
During his participation, Perrette refused to quantify the advantages he expects from the controversial measure. It is worth mentioning that since Netflix established this strategy, which prevents anyone outside the house where any type of plan was contracted from viewing content from the platform on another site other than the registered one, it “gained” just under 30 million new subscribers. net subscribers in 2023 vs. an annual average of 21 million from 2020 to 2022.
Due to the above, other platforms, such as Disney+, Hulu and ESPN+, have joined this strategy with the aim of strengthening the streaming market globally.
In the case of MAX, which recently changed its name and image following a brand restructuring at the request of Warner Bros. Discovery CEO David Zaslav, in 2022, it suffered losses of more than $2 billion for a profit of $103 million dollars.
“We said we are moving from a world of subscribers to everything, which is a kind of narrative that existed in the old media landscape, to one of profitable growth as our key North Star.”
In addition to the implementation of this strategy of prohibiting the exchange of passwords between users, MAX plans to launch a new plan that includes advertising.
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