The era of traditional television is gradual, slow, but surely, in favor of the future focused streaming, for better or worse. The broadcast and cable review is reduced stable every yearSo media companies need to ensure that their appropriate streaming offers are more profitable so they can stay before the game. Case in case, many streaming services have begun to descend on a password sharing in recent years. Well, why haven't done HBO Max yet? We have an answer, but it doesn't have to be encouraging to consumers, looking at the big picture.

Warner Bros., chief executive David Zaglav, spoke during the Goldman Sachs Communakopia conference on September 10, 2025. DiversityHe addressed the problem of sharing the password and explained why the company did not start breaking it when it comes to HBO Max. Here's what he had to say about it:

"We're not yet committed to sharing a password and economics. People are really starting to love HBO Max. That's the key. We want them to get into our content, with our series, with the differentiated offer out of the US, and then over time, it is a little tricky, with the password sharing, we will start."

As Zadlav says, now, they want to bring the hooks into more clients for now. But he certainly does not exclude the possibility of sharing a password and for good reason. Netflix added millions of new subscribers when it began to crash To users who share passwords in 2023. Unfortunately for consumers, the economy supports this strategy.

For a moment, Netflix is ​​a clear winner of the streaming wars. All others play attractive, occupy for second place. Netflix has 301.6 million subscribers, after FlixpatrolWhile HBO Max has 125.7 million, behind Disney+ (127.8 million) and Amazon Prime Minister's video (200 million). So, Warner Bros. Discovery has a certain basis to gather in that department, to be sure.

The industry has largely followed Netflix's footsteps, By Disney's Disney Sharing Disney+ and Julu in 2024. The biggest problem is that, for a moment, streaming is either unprofitable for some of the stream or very tightly profitable. On a longer timetable, these services need to be very, much more profitable. Speaking further, explained that they hope to raise HBO Max prices more in the future because people are starting to love the service more.

"I think our ability to raise the price because people are becoming more and more of the Love -Moved in the quality we have and the series we have and the offer we have will have real ability because I think prices through the board - not only have too many players, to stay alive, many of the players just decided to miss the prices."

"Consumers in America would pay twice as much as 10 years for content," Zastrav continued. People spend, on average, $ 55 for content 10 years ago, and the quality of the content, the amount of content we get, spending is 10 or 12 times, and they pay dramatically less. I think we want a good deal for consumers, but I think over time, there is a real opportunity, especially for us, in that quality area, to raise prices. "

None of this is particularly encouraging for anyone who reads this that is tired of paying more high prices for many market services. HBO MAX has several emissions in demand that they can make essential For many viewers, but what are the boundaries of that? At what price point does it become inappropriate? And how many of the people currently sharing a password will be ready to get their own subscription? These are issues that will need to be resolved on a longer timetable.

Make sure, they will say and that they will not leave the sleeping dogs to lie. They will continue to increase the profits slightly to a bit in the coming years. Archers raise prices little by little, and it's a kind of built -in model at this point. HBO Max won't be different.