Warner Bros. Discovery isn't cracking down on all Max freeloaders immediately, so those borrowing a log-in to catch up on "The White Lotus" have time.

The change comes as Warner Bros. Discovery seeks to scale back its volume of content and focus on quality programming and storytelling.

That's according to Warner Bros Discovery's CEO of streaming, JB Perrette, who explained during a conference call that "the password sharing crackdown... will take 12 months to 18 months to get to full steam".

The branding saga of the name of HBO Max offers a clear lesson for marketers: when a rename threatens familiarity, consistency and clear messaging, customers will push back.

WBD’s streaming boss JB Perrette said messaging around the Max password sharing initiative will start getting “firmer and more visible to subscribers."

A flagship rebrand, details on upcoming shows, movie trailers and a new streaming service were announced during Warner Bros. Discovery Upfront 2025.

The trade reports Zaslav saying it would take “12 to 18 months” before the “password-sharing crackdown initiative” would run “full steam.” The crackdown “will create another boost of both subscriber and [average revenue per user] growth through the extra member add-on,

Streaming giant Max is imposing a new monthly fee for subscribers who share their accounts with family outside their household, following Netflix's similar strategy. This move aligns with a growing trend among streaming services aiming to curb password sharing while boosting revenue.

The media giant says the move is based on refocusing its streaming strategy on "the programming that is working best"

HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated with high-quality programming.