×

AT&T TV Now Price Hike Coming Next Month, Base Package to Cost $65

AT&T is instituting a substantial price hike for its live TV streaming service AT&T TV Now: Customers who have subscribed to the service’s basic “Plus” package will see their bill go up by $15, to a total of $65 per month, starting next month.

The telco has started to inform existing subscribers about the price increase, which was also confirmed by a spokesperson. “We’re adjusting our pricing to reflect the cost to deliver content to our customers,” the spokesperson told Variety. “Customers can contact us at any time to review their plans or make account changes.”

Pricing for customers grandfathered into older plans is apparently also increasing, according to posts on social media. When AT&T first launched the streaming service under the DirecTV Now branding, it signed up early subscribers for just $35 per month. One of those early subscribers said on Reddit that he had been told his pricing would go up from $50 to $85.

AT&T first launched DirecTV Now in late 2016, and rebranded it as AT&T Now this summer.

Popular on Variety

The service has seen a number of price increases since its launch, including a $10 price hike just 7 months ago. And while DirecTV Now was initially positioned as a cheaper alternative for would-be cord cutters, those significant price increases haven’t exactly helped the service to appeal to price-conscious consumers.

AT&T ended its fiscal Q2 with 1.34 million DirecTV Now subscribers, losing 469,000 subscribers to the streaming service year-over-year. At the same time, the company’s traditional pay TV business also continues to decline. In the quarter ending June 30, AT&T lost a total of 778,000 Uverse and DirecTV subscribers.

More Digital

  • Jill Dickerson - Snap

    Snap Taps OWN's Jill Dickerson to Lead Unscripted Programming

    Jill Dickerson has left OWN: Oprah Winfrey Network after more than a decade to join Snap Inc., the parent company of Snapchat, as a senior member of the Snap Originals team. A seasoned reality TV exec, Dickerson will help lead the development of Snap’s docu-series and unscripted programming and is based at the company’s Santa [...]

  • Deadspin - Jim Rich

    Deadspin to Relaunch Under New Editor Jim Rich, Following Mass Staff Resignation

    Deadspin, the irreverant sports news and opinion digital-media brand that has been dormant since last November, is going to get re-spun under newly hired editor-in-chief Jim Rich. G/O Media named the veteran editor and journalist, who formerly served as editor-in-chief of the New York Daily News, executive editor at Huffpost, and night sports editor at [...]

  • Netflix headquarters in Los Gatos, California,

    Alison Small Set to Lead Training for Netflix in U.K. (EXCLUSIVE)

    Alison Small, CEO of The Production Guild of Great Britain, is in discussions to join Netflix as head of its training initiatives out of the U.K., Variety has learned. The Production Guild, whose members include line producers, production managers and location managers, among others, advertised for a new CEO last week. Its chair is Alex [...]

  • Picture by Simon Wilkinson/SWpix.com 22/01/2020 -

    NATPE 2020: TV Biz Looks Back and Forward as Streaming Wars Ensue

    MIAMI — The atmosphere at the annual NATPE conference this year was a bit of old school and a lot of new school. In keeping with NATPE’s remit as a content market, hopeful stars of new fall talk show prospects pressed the flesh in a flurry of meetings and receptions with station buyers. MGM TV’s [...]

  • Tokyo 2020 Summer Olympic Games -

    NBC to Produce Four Daily Tokyo 2020 Olympics Shows for Snapchat (EXCLUSIVE)

    NBC is again turning to Snapchat as part of monetizing its Olympics media rights — coveting the app’s millions of millennials and Gen Z users. NBC Olympics and Snap inked a renewed pact to present coverage of the XXXII Olympic Summer Games in Tokyo, as well as the U.S. Olympic Team Trials, to Snapchat users [...]

  • Adobe Premiere Pro_Productions

    Adobe Premiere Pro to Add Project Management, Multi-User Collaboration Tools

    Adobe Premiere Pro is about to get better at working on big projects — and letting multiple users collaborate on the same video production. The vendor is adding a new set of tools called “Productions” to its Premiere Pro video editing software. Those will provide features for managing projects and sharing assets among them, along [...]

  • Amazon Italy

    Amazon Moving Into Italian Originals With Multigenre Slate (EXCLUSIVE)

    Amazon is moving into Italian originals with a multigenre slate comprising “Bang Bang Baby,” a Milan-set mob drama with a young woman at its center, a comedy series centered around popular local star Carlo Verdone, and an unscripted food travelogue titled “Dinner Club.”  The streamer’s first forays into Italian scripted content were announced Thursday at [...]

More From Our Brands

Access exclusive content