The company is referencing the cost of rival services Hulu with Live TV, which started at $40/month, and YouTube TV, which recently raised to $40/month to compete with Hulu. Now, DirecTV Now's entry-level "Live a Little" plan is raising from $35/month to $40/month, aligning with the competition.
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.Above the basic plan, "Just Right" will increase from $50/month to $55/month, "Go Big" will increase from $60/month to $65/month, and "Gotta Have It" will increase from $70/month to $75/month. While some emails sent out to customers reference an August 1 start date for the new prices, some users have noted earlier dates.
Although unconfirmed, AT&T's $15 credit for Unlimited cellular plan users should still apply to the new DirecTV Now prices. With the price hike, this means that these users will pay $25/month for the "Live a Little" DirecTV Now plan.
The email messages also remind users of upcoming enhancements to DirecTV Now, including an option to upgrade from 20 hours of the True Cloud DVR Beta to 100 hours, parental controls, more local channels, and more. Coming sooner will be an option to add a simultaneous third stream to a plan and a new Spanish language and sports package.
Sling TV also increased a plan price recently, requiring Sling Orange subscribers to pay $25/month for its entry-level tier, up from $20/month.