It’s official: Max, Warner Bros.’s streaming platform. Discovery, followed out in Netflix and Disney+. In the United States, subscribers can now add a “additional member” to their account for a few additional dollars per month. A news that sounds like a familiar air for those who have seen the streaming giants declare war on password sharing.
The option, soberly called “Extra Member”, is offered for A fixed rate ($ 7.99) Whatever the package (with or without ad, standard or premium). The principle: a member outside the home can benefit from independent access with its own identifiers, but on a single profile and one device at a time. The “Extra Member” option has recently been launched in the United States and could arrive in France in the near futurealthough no official date has yet been announced.
Max joins the ranks
But basically, is this battle for the unique profile a real innovation? We recall that Max is not at all the only platform, nor the first, to disapprove of sharing account. It is a value common to all video streaming services that have in turn set up special formulas for those who share the same subscription. Obviously, these are more expensive.
Since 2023, Netflix has ended years of tacit tolerance by introducing invoicing for members outside the home. In France, it costs between € 5.99 and € 6.99. Disney+, for its part, announced an equivalent measure in the United States, and should deploy it in France by the end of 2025. In other words: everyone aligns. But beyond the Price, it is the way of selling it that makes the difference.
The War of subscriptions continues
More than a technical access, it is above all a viewing identity that is at stake. Personalized recommendations, a history, personalized parameters … We no longer want to see a series, we want to continue where we stopped, with our series, our algorithm, which each form a part of our bubble. The platforms have understood that this data have an emotional value as well as commercial and have fun reselling us an expected functionality, to which we could be entitled in the past, without additional cost.
Netflix was a pioneer in profile transfer, Max is also getting there, and this could well become the standard. In the future, changing platform could look like moving with its algorithms under the arm. At a time when all subscriptions are increasing their prices, it takes a real commercial and marketing strategy to succeed in not collapsing under the weight of the Popular Tribunal.
Fortunately, Max is in the good graces of the public right now. Indeed, the platform hosts the broadcast of season 2 of The Last of Usof White Lotus before her and promises us a new season of House of the Dragon From next year. There is no shortage of quality content and it is made to last.
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