In their Quarter 3 earnings report, AT&T announced that AT&T TV Now had lost 195,000 subscribers in the third quarter of 2019. This brought the total subscriber count down to 1,145,000 from 1.86 million one year earlier (when AT&T TV Now was still called DirecTV Now).
In total, AT&T TV Now has seen a loss of 713,000 subscribers or 37% of its customer base.
So, what caused this 37% loss?
Cost has been a major factor in the declining subscriber numbers. This chart from Kill the Cable Bill breaks down the price changes from DirecTV Now’s launch to the current price of AT&T TV Now. When DirecTV Now launched in November 2016, it came with a price tag of $35/month. That number rose to $40/month in July 2018, just after the launch of the low cost AT&T Watch TV.
The price went up again in March 2019 which caused some confusion for those with grandfathered plans. Then, in June, DirecTV Now rebranded to AT&T TV Now. In October, another price increase was announced, which went into effect this month. The current price is $65 a month for AT&T TV Now Plus. If you want AT&T TV Now Max, that plan will now cost $85 a month. These numbers make AT&T TV Now one of the more expensive options for live TV streaming.The rebranding in July likely also played a big part in subscriber losses. While the rebranding didn’t include many big changes for the streaming service, it did cause a lot of confusion for customers (and those of us reporting on the news).
Finally, it seems that AT&T isn’t focused on making AT&T TV Now a major competitor for other live TV streaming services. The company has mentioned their focus on bringing customer to AT&T TV and HBO Max, while leaving AT&T TV Now out of the conversation.
Are you an AT&T TV Now subscriber? Have you left the service to give another live TV streaming service a try? Let us know your thoughts on declining subscriber numbers in the comments below.
Did you know we have a YouTube Channel? Every week we have a live Cord Cutting Q&A, and weekly Cord Cutting recap shows exclusively on our YouTube Channel!
Subscribe to our YouTube channel for our live Q&A, weekly news recap, and more.
Follow us for more cord cutting news, tips, and reviews.
Plus, join our Tech Support Facebook Group for cord cutting support from our community.
Sign up for our newsletter
Get our weekly newsletter, the latest deals, and much more.