Warner Bros. Discovery's CFO Gunnar Wiedenfels emphasized that password sharing represents an indirect price increase as they ask users to pay more for shared accounts.
Wiedenfels noted the 'premium nature' of Max indicates potential for future price hikes, highlighting that they’ve been cautious but open to adjustments.
The strategy for addressing password sharing by Max appears to mirror Disney Plus, which also began with preliminary communications to users before enforcing changes.
Max's growth trajectory is promising, with an addition of 7.2 million subscribers this quarter, totaling 110.5 million worldwide as per Warner Bros. Discovery's CEO.
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