AT&T is raising prices for its streaming TV service yet again. AT&T TV Now, previously known as DirecTV Now, is raising prices by as much as 30% starting next month, as detailed in a report from Bloomberg.
AT&T is sending emails to customers affected by the price increases, and it makes the options clear: pay more or cancel your subscription. The AT&T TV Now “Plus” package is increasing from $50 per month to $65 per month. The “Max” package is going from $70 per month to $80 per month.
AT&T touts that the “Plus” package includes over 45 channels, while the “Max” package includes over 60 channels and “even more sports coverage.” AT&T says the price increase simply reflects “the cost to deliver content to our customers.”
As Bloomberg details, this is the second time AT&T has hiked the price of its streaming TV service. Over the last year, AT&T has lost over 2.3 million TV subscribers, something analysts expect to continue:
Over the summer, AT&T rebranded its streaming TV service from DirecTV Now to AT&T TV Now. AT&T’s goal with the rebrand is to unify its streaming efforts under a single AT&T TV application. Ideally, consolidating the streaming TV platforms into the AT&T TV app should also provide a more polished experience.
Are you an AT&T TV Now customer or have you moved onto another streaming TV service? Let us know down in the comments!
Read more:
- DirecTV NOW rebranded as ‘AT&T TV NOW’ with overhauled app
- AT&T begins to roll out rebranded ‘DirecTV Now’ app under ‘AT&T TV Now’ name
- DirecTV Now gaining TV app support, Single Sign-On, Siri search, more
