Overview
- Warner Bros. Discovery said the global rollout will start in 2026 after expanded U.S. enforcement that began last August.
- In August 2025, HBO Max began prompting account holders to pay $7.99 per month to add an out-of-household user.
- JB Perrette described the initiative as in the “second inning,” noting it is only beginning to reach scale.
- HBO Max added 3.5 million subscribers in Q4 2025 to reach 131.6 million, with an internal goal of roughly 150 million by year-end.
- The company will stop reporting subscriber counts as it pushes into more European markets, invests in product improvements, and grows international ad sales where fill rates remain low.