×

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

  • Leonine Takes International Rights to Premium

    Leonine Takes International Rights to Premium Series 'Herzogpark'

    German media group Leonine has taken international distribution rights to the six-part premium series “Herzogpark,” following a deal with its producers Letterbox Filmproduktion (“Bad Banks”). The rights for German-speaking territories are held by Mediengruppe RTL Deutschland. The dramedy centers on four women from Munich’s upscale Herzogpark district, for whom keeping secrets has become a life’s [...]

  • Luna Nera Netflix Italy

    Italy's Women Filmmakers Set to Make Waves

    The Berlinale in recent years has been a prime launching pad for Italian films directed by women, which though fewer in number to their male counterparts, make up a considerable portion of the country’s representation on the festival circuit — Alice Rohrwacher (“Happy as Lazzaro”) at Cannes, Susanna Nicchiarelli (“Nico”) at Venice, and Berlin regular [...]

  • Love Me Scandinavian Cinema

    Scandinavia Ups Its Game With So Many Markets for Its Fare

    When the Nordic entertainment group, one of Scandinavia’s largest media groups, announced last month during the Goteborg Film Festival that it was pulling out of non-scripted content to focus on scripted drama, and film production and distribution, it underscored two market trends in the Nordics: Subscription-based services, whether local or global, are driving the region’s [...]

  • Louis Hofmann in Prélude

    Berlin: Louis Hofmann Cast in Damian John Harper's 'Fresh' (EXCLUSIVE)

    German star Louis Hofmann is set to topline Damian John Harper’s upcoming drama “Fresh,” a German-language adaptation of Scottish writer Mark McNay’s novel of the same name. Hofmann plays a young man who must emancipate himself from his tyrannical older brother. Unlike the book, which is set in the outskirts of Glasgow, the film’s story [...]

  • Steve Stark

    Steve Stark Named President of Newly Formed MGM/UA Television

    The newly formed MGM/UA Television label has found a president in Steve Stark, who previously served as MGM’s president of scripted television production and development. MGM Worldwide Television Group chairman Mark Burnett made the announcement late Friday, adding that Stark has extended his contract with the studio as part of his new role. “We are [...]

  • Bad Education

    TV News Roundup: HBO Sets Premiere Date for Hugh Jackman's 'Bad Education' (Watch)

    In today’s TV News roundup, HBO Films set the premiere date for “Bad Education” starring Hugh Jackman and Allison Janney and “Volcano Live! with Nik Wallenda” tapes Chris Harrison and Sage Steele as hosts. CASTING “The Bachelor” host Chris Harrison will host “Volcano Live! with Nik Wallenda” alongside co-host Sage Steele of ESPN, ABC announced. [...]

  • Randall Park Ed Helms

    Randall Park, Ed Helms to Host Hybrid Alternative-Scripted Series 'True Story' for NBC

    Ed Helms and Randall Park are attached to co-host a hybrid scripted-alternative series titled “True Story” at NBC. The hour-long show has received a six-episode order. It is based on the Australian series “True Story with Hamish & Andy.” In the series, everyday Americans sit down with Helms and Park to share their most extraordinary [...]

More From Our Brands

Access exclusive content