Be warned, all ye who watch House of the Dragon due to your mother and father’ Max account: A password-sharing crackdown is coming.

Warner Bros. Discovery, Max’s mother or father firm, plans to launch the restrictions in late 2024, WBD’s head of world streaming and video games, JB Parrette, said at Morgan Stanley’s Technology, Media & Telecom Conference on Monday. Details on the crackdown are scant, however the push towards paid sharing is anticipated to roll out extra extensively subsequent yr.

Max, previously HBO Max, is simply the newest streamer to look to password-sharing limitations to maintain streaming viable. Netflix began cracking down on customers sharing their passwords outdoors the family last year. Disney recently informed Disney+ and Hulu subscribers of plans to transform suspected account sharers to paid subscribers. Disney emailed clients in February letting them know that their phrases of service can be altering and that the sharing of login info with anybody outdoors their family can be forbidden beginning March 14. Netflix, equally, rolled out its restrictions final yr by emailing customers suspected of sharing their login particulars and telling them customers outdoors the family can be shut out.

These strikes come as suppliers wrestle to hold on to their person bases and streaming turns into an much more crowded discipline, forcing shoppers to make robust selections about which providers they will afford. Netflix, following a pair tough years, bounced back and noticed a lift in subscribers and income late final yr following its password crackdown.

Disney+ has been including subscribers however struggling to hit profitability. Still, Disney CEO Bob Iger believes streaming can begin earning profits by the tip of 2024, thanks partially to its new ad-supported tiers and a mixed Disney+/Hulu “one-app experience” coming this yr.

Meanwhile, Max has changed shape repeatedly following the Warner Bros. merger with Discovery, which in the end mixed HBO Max and Discovery+ into one streamer. The transfer yucked the yum of longtime HBO Max followers, nevertheless it led WBD to become the first Hollywood heavyweight to show a full-year revenue from streaming.

Password-sharing crackdowns additionally come at a time when piracy is on the rise—one thing that’s keenly impacted WBD’s choices. For years, HBO’s Game of Thrones was one of the most pirated reveals on TV. More not too long ago, The Last of Us and House of the Dragon have taken the top spots.