Discovery's Max was supposed to become a Netflix killer when it rolled out a year ago.
It combined HBO Max's prestige originals with Discovery+'s reality TV fare to capture viewers as they migrate away from WBD's bedrock traditional TV business.
Related storiesGiven its low penetration, it's possible that Max can add tens of millions of subscribers, he said.
WBD execs hope the crackdown will encourage people to subscribe to the three-in-one bundle of Max, Disney+, and its sister app, Hulu.
While the overlap between Netflix and Disney+ is high, about half of Disney+ subscribers don't subscribe to Max, and vice versa, so each has a chance to significantly increase its audience.
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