David Zaslav reveals HBO Max’s plan for password sharing, says no immediate crackdown

Warner Bros. Discovery CEO David Zaslav recently shared why the company hasn’t prioritized cracking down on HBO Max password sharing. Speaking at the Goldman Sachs Communacopia and Technology conference, Zaslav explained, “We haven’t been pushing on the password sharing and the economics yet.” However, he indicated that a shift could be coming as HBO Max’s popularity grows.

“Our goal is for people to fall in love with HBO Max—its content, series, and unique offerings, especially outside the U.S.,” he said. “Over time, we’ll start addressing password sharing, but it’s a tricky issue.” Zaslav also hinted at future price hikes, suggesting that as subscribers become more attached to the platform's content, the company could raise prices.

“The ability to increase prices is there, especially as people grow more loyal to our quality offerings,” he added, noting how streaming services have dropped prices aggressively in recent years to stay competitive. He also pointed out that, a decade ago, consumers were paying an average of $55 a month for content—much more than the current spend, which, in his view, should eventually be reflected in higher prices.

While Zaslav’s strategy focuses on improving content quality and subscriber loyalty, many viewers may be hesitant about price increases, as the rising costs of streaming services already feel comparable to traditional cable bills. Increasing prices further could risk driving some subscribers to cut back on services they already rely on.