HBO Max is joining the growing list of streaming platforms with its own crackdown on password sharing. But the streamer will start with a gentler approach. Gunnar Wiedenfels, finance chief of parent company Warner Bros Discovery, said in an earnings call that Max would start its crackdown with very soft messaging. It will be encouraging members who share accounts with other households to “pay a little bit more.” This approach will be used over the next few months. After that, the company will take more extreme action - such as limiting access to users within a single household.