Sony and AT&T are playing follow-the-leader with Sling TV, increasing their subscription pricing for new and existing customers of the PlayStation Vue and DirecTV NOW streaming television services, respectively.
Sling TV announced a price bump last week, opening the door for similar moves by Sony and AT&T.
AT&T is increasing the price of all DirecTV NOW packages by $5 per month. This makes the pricing as follows:
- Live a Little – $40 (Prev. $35)
- Just Right – $55 (Prev. $50)
- Go Big – $65 (Prev. $60)
- Gotta Have It – $75 (Prev. $70)
AT&T explained the price increase (first noticed by Cord Cutters) will go into effect for new customers on July 26th, while existing customers will see the increase depending on their next billing cycle. The company says the increase brings “the cost of this service in line with the market.” And, likely helps them pay for that Time Warner acquisition.
In the 18 months since our launch, we have continued to evolve our DIRECTV NOW products to serve this new customer set and compare favorably with our competitors. To continue delivering the best possible streaming experience for both new and existing customers, we’re bringing the cost of this service in line with the market—which starts at a $40 price point.
Meanwhile, Variety reports Sony is joining the streaming service price increase parade, also bumping its PlayStation Vue plans by $5 per month. That makes the price of the entry-level “Access” plan to $45 per month. Sony gave the usual song and dance any provider does when they hike their subscription fees:
“Unfortunately, we must increase the price of our multichannel plans to keep pace with rising business costs and enable us to continue offering a better way to watch the best in live sports, entertainment, and news,” Dwayne Benefield, VP, head of PlayStation Vue, wrote in a blog post announcing the new pricing.
Sony’s pricing hike will go into effect for new PS Vue customers on July 24th, and existing customers will feel the pain on their first billing cycle after July 31st.