If you’ve been sharing account access to HBO Max , the good times are soon coming to an end.

JB Perrette, head of streaming and gaming at Warner Bros. Discovery said on the company’s second-quarter earnings call that messaging to consumers is about to get more “aggressive.” The media company looking to close the loopholes by the end of 2025, with the impact starting to appear in its financials by 2026.

Following in Netflix’s lead, WBD, Disney and other media companies are all ramping up efforts to limit password sharing , anticipating a significant financial payoff from cracking down on once-overlooked practice.

Several months of testing has enabled WBD to determine “who’s a legitimate user who may not be a legitimate user,” Perrette said. Once that is determined, he continued,

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