AT&T is raising the price for its AT&T Now streaming service for the second time. The service, previously known as DirecTV Now, will be raising its prices by as much as 30% beginning next month.
Bloomberg reports AT&T is sending emails to customers that will be affected by the price increase. Subscribers with the AT&T TV Now “Plus” package will see an increase from $50 per month to $65 per month. The service’s “Max” package is going from $70 per month to $80 per month.
This is the second time AT&T has hiked the price of its streaming TV service, as it struggles to keep revenue at high levels, even as it has lost over 2.3 million TV subscribers in the last year alone. Analysts expect the bleeding to continue:
The subscriber exodus, which reached nearly 1 million TV customers in the second quarter, will likely accelerate as higher prices kick in. Analysts on average expect AT&T to lose 671,000 TV subscribers when the company reports third-quarter financial results on Oct. 28. The price changes don’t apply to customers of DirecTV or AT&T’s U-verse TV.
AT&T rebranded its DirecTV Now streaming service to AT&T Now over the summer, with an eye to unifying its streaming efforts under a single AT&T applications.
