AT&T plans to raise the price of its DirecTV and AT&T TV Now services by about $10 almost three months after sunsetting AT&T TV Now and shutting it off to new customer sign-ups.
Customers still subscribed to plans, which are no longer offered by the company, were notified about the price hike in emails sent this week.
“We periodically re-evaluate our pricing as programmers continue to increase content costs,” AT&T spokeswoman Tiffany Heikkila said in a statement. “Our rates are competitive in the industry and provide a significant value to consumers.”
In emails cited by tech blog 9to5Mac, AT&T said the new prices would be reflected in April bills “due to increased programming costs.” The price increase will not affect add-on packages such as Starz, Showtime, HBO Max and Cinemax, the company said.
For legacy DirecTV Now customers, the base streaming plan goes from $60 to $69.99 a month, according to the website, The Streamable. Plans offering the most channels will rise to $94.99 a month.
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The new pricing moves AT&T TV Now costs closer to the newer TV plans offered by AT&T, such as its new AT&T TV service, which starts at $70 a month for 65+ channels including ESPN.
In mid-January AT&T announced it was sunsetting AT&T TV Now and wrapping its customers into its all-in-one AT&T TV service launched last March. At the time, AT&T said customers of the shuttered service could continue using the service without any disruptions, though it didn’t say for how long.
Dallas-based AT&T struck a deal last week to spin off DirecTV, U-Verse, and AT&T TV — the successor to AT&T TV Now — into a new, private company that investment firm TPG Group will have a 30% stake in.
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March 06, 2021 at 04:05AM
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AT&T raising price of AT&T TV Now for remaining customers after sunsetting the service in January - The Dallas Morning News
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