Sharing is Pro feature. This means that the publisher and every consumer needs Power BI Pro license (except for Power BI Premium, when only the publisher needs to be licensed).
You have these options to share the report with non-licensed users:
- Buy Premium
- Deploy the reports to Power BI Reporting Server on-premise or use other reporting engine (e.g. SSRS)
- Send them the .pbix files directly (e.g. by e-mail)
- Export the report to file (e.g. PowerPoint) and share it
- Use Publish to web - keep in mind that this makes them public and anyone with this link can see them (also there are some limitations, e.g. you can't do this for reports with RLS)
- Embed within your application using app owns data scenario (see: Embed Power BI content into an application for your customers)
- And of course, buy Power BI Pro licenses for your colleagues 🙂
Appreciate your kudos if you find this informative. Mark my post as accepted if it helps you.