AT&T Killing Off ‘DirecTV Now’ Name as It Launches AT&T TV Streaming Service

Say goodbye to the “DirecTV Now” name.

Later this summer, AT&T will retire the name of the over-the-top TV service, first launched in December 2016, which will be rebranded “AT&T TV Now.” The change comes as the telco plans to launch test pilots in select markets of a new internet-streaming TV service, called AT&T TV.

Both the AT&T TV and AT&T TV Now services will be accessed through the same AT&T TV app on either mobile devices or connected TVs.

“As we roll out this new experience later this summer, current DirecTV Now customers will also see a new name — AT&T TV Now — appear on their screen,” the company said in announcing the change. DirecTV Now subscribers will have to re-accept terms of service, logging in using the same username and password.

The change comes as AT&T’s overall pay-TV business has seen steep subscriber losses: For Q2, AT&T reported a 778,000 net loss in DirecTV satellite and U-verse TV customers — and it shed 168,000 DirecTV Now subs, which it said stemmed from price hikes and fewer promotional offers. In the last 12 months, AT&T has lost some 2 million traditional pay-TV customers, down 8.6% year over year, and DirecTV Now’s subscriber base has shrunk 26%.

Meanwhile, AT&T is currently in the midst of contract fights with CBS and Nexstar Media Group, which has resulted in their channels dropping from DirecTV and U-verse.

AT&T hasn’t divulged pricing or packaging details for the new AT&T TV service, which will use a “thin client” internet set-top box. On the company’s Q2 earnings call on July 24, CEO Randall Stephenson said AT&T TV will slash customer-acquisition costs by 50% compared with the legacy DirecTV satellite service.

“The DirecTV [satellite] product is going to have a really long life,” he said. But the new AT&T TV service will deliver lower retail price points “and still have the same value equation from a customer standpoint.”

As he’s said previously, Stephenson characterized AT&T TV as the “workhorse” for the company’s pay-TV business over the next few years. “We will put our shoulder and our muscle behind AT&T TV, get a lower price point [and] shore up this customer base over the next couple of years,” he told analysts.

AT&T is revamping the OTT pay-TV portfolio as it preps for the launch of another new streaming service: HBO Max, a direct-to-consumer subscription video package that will include content from HBO and Warner Bros., reruns like “Friends” and “Pretty Little Liars,” original films and service — and, eventually, live news and sports, according to Stephenson. HBO Max is slated to debut commercially in spring 2020; AT&T has scheduled an investor briefing on HBO Max for Oct. 29.

“[A]s we come out of back end of 2019 and the customer base is cleaned up, we will have a customer base that is going to be perfectly suited for HBO Max,” Stephenson said.

The AT&T chief also said HBO had a “really strong second quarter,” with HBO Now digital subscriptions in particular gaining “a lot” of customers with the release of the final season of “Game of Thrones.” Stephenson didn’t provide HBO subscriber numbers but said that even with HBO unavailable on Dish Network (since last November) subscribers increased year over year.

More TV

  • American Son review

    TV News Roundup: Netflix Releases 'American Son' Trailer

    In today’s TV news roundup, Netflix released the trailer for “American Son” starring Kerry Washington and first looks at Dolly Parton’s new anthology series, “Heartstrings.” FIRST LOOKS Netflix has released the trailer for “American Son,” which premieres Nov. 1 on the streaming service. Directed by Tony award-winner Kenny Leon, the film is based on the [...]

  • BBC's Little Mix Talent Show to

    BBC's Little Mix Talent Show to Be Produced by Management Firm's New Shingle, ModestTV

    The BBC has confirmed its Little Mix talent show, which the pop band’s management firm, Modest!, will produce through a new banner, ModestTV. “Little Mix The Search” will be exec produced by Andrea Hamilton, who has partnered with the management outfit to launch the new operation. Her entertainment show credits include “The Voice” and “Strictly [...]

  • Monica Beletsky Apple TV Plus

    Apple Sets Overall Deal With Monica Beletsky

    Monica Beletsky is the latest of a small group of content creators to set an overall deal with Apple and their streaming platform, Apple TV Plus. Under the multi-year deal, Beletsky will develop and produce television series exclusively for the streamer. This is the first overall of Beletsky’s career. Her previous credits include “Fargo,” “Friday [...]

  • Saladin Patterson

    Saladin Patterson Inks Overall Deal at 20th Century Fox Television

    Saladin Patterson has signed an overall deal with 20th Century Fox Television. Under the multi-year deal, Patterson will develop, write and produce comedy series for network, cable and streaming platforms. He was previously under a development deal at the studio earlier in his career. Patterson is currently an executive producer on the upcoming FX series [...]

  • Lenny Abrahamson and 'The Favourite' Producer

    'Room' Director Lenny Abrahamson and 'The Favourite' Producer Ed Guiney Present Their BBC-Hulu Series 'Normal People' (EXCLUSIVE)

    At TV market Mipcom in Cannes this week the team behind BBC-Hulu series “Normal People” – led by Lenny Abrahamson, the Oscar nominated director of “Room” – presented the first footage from the show, and explained how they approached the adaptation of Sally Rooney’s novel. Variety had exclusive access to the presentation. Ed Guiney, one [...]

  • El Camino: A Breaking Bad Movie

    ‘El Camino: A Breaking Bad Movie’ Scores 6.5 Million Viewers Across First Weekend

    “El Camino: A Breaking Bad Movie,” which dropped on Netflix Oct. 11, drew around 6.5 million total viewers in its first three days on the streaming platform, according to Nielsen. The movie also reached just under 8.2 million unique TV viewers. “El Camino” unsurprisingly drew its biggest audience of the three days on day 1, [...]

More From Our Brands

Access exclusive content