Published: Sun, October 20, 2019
Life&Culture | By Sue Mclaughlin

AT&T TV Now is hiking prices across the board...again

AT&T TV Now is hiking prices across the board...again

AT&T TV Now - formerly DirecTV Now - is raising prices for its streaming television service for the second time this year. Bloomberg reports AT&T customers have started to receive emails that notifies them about the price increase and lets them decide whether they want to pay more or cancel their subscription.

Variety confirmed the increase, which will require subscribers to AT&T TV Now's Plus package pay $65 per month, up from $50.

In March, AT&T ditched the old pricing model for its virtual MVPD and introduced two new "slimmer" channel packages, Plus ($50) and Max ($70), both of which include HBO.

And that's not all.

Starting this morning, AT&T has already spread the news of the price hike they are trying to enforce. As you might guess, though, this also risks alienating subscribers who balk at the new prices and don't care for AT&T's particular channel offerings.

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A story by The Streamable says that a few other grandfathered plans are getting $10 increases, with new prices ranging from $75 to $95.

This new rise in cost is the second major price hike on AT&T TV NOW this year. That may be true, but the company is also focused more on profitability than growth in TV as it tries to reduce debt from acquiring Time Warner past year and DirecTV in 2014.

"We're adjusting our pricing to reflect the cost to deliver content to our customers", said an AT&T representative in a statement provided to the press and via AT&T Help Twitter. In addition, customers can contact their team any time for account changes or for reviewing their current plans.

AT&T appears to be giving up on the idea that it can offer a streaming version of its satellite service cheaper than the regular one.

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