Los Angeles Premiere Of HBO Original Series "The Last Of Us" Season 2 - Arrivals

Los Angeles Premiere of HBO Original Series "The Last of Us" Season 2 (Axelle/FilmMagic)

Warner Bros. Discovery is getting real serious about Max passwords — and subscriber growth

With buzzy IP like “The Last of Us” and “Euphoria,” the streamer is targeting 150 million subscribers by 2026.

4/23/25 5:06PM

Warner Bros’ streaming service Max is officially cracking down on password sharing, joining Netflix in the fight to convert freeloaders into paying viewers.

This week, Max rolled out a new feature called Extra Member Add-On, which lets users transfer profiles from outside their household into separate paid accounts — watch history, recommendations, and all.

The move, first floated in December, is part of a larger push to tighten account access and boost subscriber numbers. It also comes as streamers look to pad their bottom lines and turn direct-to-consumer platforms into profit powerhouses.

Max’s numbers are far behind Netflix’s towering 301 million. Netflix famously kicked off its own password crackdown in 2023, resulting in a surge of individual membership sign-ups and massive growth for its cheaper ad-supported tier.

“Extra Member Add-On and Profile Transfer are two key Max advancements, designed to help viewers enjoy our best-in-class content with more flexibility,” JB Perrette, CEO of global streaming and games at Warner Bros. Discovery, said in a statement Tuesday.

For now, Max users can add only one extra member per account.

This crackdown could be just the boost Max needs to hit its ambitious goal of 150 million subscribers by the end of 2026. The streamer is leaning hard on its hit originals: “Euphoria,” “The White Lotus,” and “The Last of Us,” which is now Max’s most-watched series ever.

It’s also betting big on sports. With more than 1,700 live events streaming on the platform, Max has become a growing destination for fans. Last month, Bernstein analysts raised their price target on the stock to $11 from $9, noting Max’s growing reach abroad and the global launch of its upcoming “Harry Potter” franchise.

Still, Warner Bros. Discovery shares are down 22% so far this year.

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JetBlue is raising its bag fees as fuel costs squeeze airlines

JetBlue will reportedly hike its bag fees, as the cost of jet fuel continues to climb amid the war in Iran. It’s the latest example of carriers finding ways to push rising costs onto travelers.

Last week, United Airlines CEO Scott Kirby said that if fuel prices remain elevated, fares would need to rise another 20% for his airline to break even this year.

As CNBC reported, when one airline raises fees, others tend to follow.

Earlier this month, JetBlue hiked its first-quarter outlook for operating revenue per seat mile to between 5% and 7%, saying that strong Q1 demand helped “partially offset additional expenses realized from operational disruptions and rising fuel costs.” Now, the carrier appears to be making moves to further boost revenue to offset those costs.

Earlier on Monday, JetBlue rival Alaska Air lowered its Q1 profit forecast. The refining margins for the carrier’s cheapest fuel option — sourced from Singapore and representing about 20% of Alaska’s overall supply — have spiked 400% since February.

JetBlue did not immediately respond to a request for comment.