AT&T TV Now, previously known as DirecTV Now, will cost as much as 30 percent more starting next month. AT&T Inc. (NYSE: T) made the announcement in an email to customers that will be affected by the price increases. The price changes will roll out November 19 and will not apply to customers of DirecTV or AT&T’s U-verse TV.
AT&T TV Now will now be the most expensive live TV streaming service. According to the email, the cost of the AT&T TV Now “Plus” package, which includes over 45 channels, will be increasing from $50 per month to $65 per month, an increase of $15. The “Max” package, which includes over 60 channels and additional sports coverage, is rising $10 from $70 per month to $80 per month. The Ultimate package is rising to $135 a month.
This is the second time this year that AT&T has raised prices for its streaming service. Earlier this year, customers were forced to accept a $10 per month increase in price if they wanted to continue using the service. AT&T says that the price increases reflect “the cost to deliver content to our customers.” Customers can either accept the price increase or cancel their subscription.
Over the last year, AT&T has lost over 2.3 million TV subscribers, with nearly 1 million TV customers leaving in the second quarter alone. Analysts believe that the subscriber exodus will only continue as the price increase takes effect. AT&T is expected to lose about 671,000 TV subscribers when the company reports its third-quarter financial results on Oct. 28.