AT&T is killing off AT&T TV Now. Here’s what that means for current customers. - The Dallas Morning News

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AT&T is sunsetting its earliest live TV streaming service, AT&T TV Now, and merging its customers with AT&T TV subscribers, the company announced Tuesday.

AT&T TV Now, formerly known as DirecTV Now, will no longer accept new customer sign-ups. Instead, the company is directing people to sign up for AT&T TV, the company’s all-in-one TV streaming service released in March.

Essentially, AT&T’s two confusingly named internet-based TV options have merged into one.

Company spokesperson Tiffany Heikkila told The Dallas Morning News that existing AT&T TV Now customers can continue to use the service without disruption, but the company did not say for how long.

“AT&T TV Now has merged with AT&T TV to bring you the best live and on-demand experience,” a message on AT&T’s website said.

The TV streaming service is AT&T’s answer to competitors such as Sling TV and Hulu. It includes an optional small set-top box as well as a linear TV guide meant to entice traditional cable subscribers. AT&T TV also works on Roku, Amazon Fire TV, Apple TV and Google Chromecast.

“We’re bringing more value and simplicity by merging these two streaming services into a single AT&T TV experience,” AT&T senior vice president of marketing Vince Torres said in a statement. “Customers can stream the best collection of live and on-demand programming on devices they already have, or they can get our exclusive AT&T TV STREAM Device to enjoy enhanced features and functionality.”

AT&T is now also offering no-contract AT&T TV packages starting at $69.99 that include more than 65 channels and 20 hours of cloud DVR. Until now, AT&T TV required a two-year contract with a locked-in price of $49.99 for the first 12 months.

AT&T TV Now was originally AT&T’s answer to no-contract streaming. The company saw an opportunity to simplify its offering to customers by phasing it out and experimenting with no-contract pricing for AT&T TV, Heikkila said.

But the sunsetting of AT&T TV Now also comes as the service has lost hundreds of thousands of subscribers over the last two years. The company reported it had 683,000 AT&T TV Now subscribers in September, down from 1.85 million in 2018.

The service launched in late 2016 and rebranded from DirecTV Now to AT&T TV Now in 2019. When the telecom company announced AT&T TV, it drew criticism over a confusingly branded TV streaming offering consisting of services with similar names.

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AT&T is killing off AT&T TV Now. Here’s what that means for current customers. - The Dallas Morning News
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