AT&T's live TV streaming service DirecTV Now will increase the price of every subscription tier by $5 per month beginning sometime around August 1, 2018. AT&T confirmed the price hike to CordCutters, stating that the move was made to ensure that the cost of DirecTV Now remains "in line with the market."

directv now apple tv 4k offer
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.

Top Rated Comments

toph2toast Avatar
40 months ago
So instead of using the lower cost of service as a selling point, they are raising the price just because everyone else is... seems to make sense to me :eek:.
Score: 27 Votes (Like | Disagree)
dlewis23 Avatar
40 months ago
Gotta pay for Time Warner somehow. So much for prices not going up for consumers.

The same will happen if the T-Mobile Sprint merger happens.
Score: 10 Votes (Like | Disagree)
autrefois Avatar
40 months ago
So instead of using the lower cost of service as a selling point, they are raising the price just because everyone else is... seems to make sense to me :eek:.
Agreed. What kind of asinine reason is that, ATT? We're not going to charge more because we need to, or to bring you better service, or to add channels/features, etc. Other companies are more expensive, so we're going to be more expensive too so we can get richer. Can't they at least try to pretend there's some other reason behind the hike?
Score: 8 Votes (Like | Disagree)
az431 Avatar
40 months ago
They offer up considerably more channels than the competition at this price point... 66 channels, to 52 with Hulu, the next highest, to 47 with Youtube TV... then it plummets. I threw these all into a spreadsheet to track the prices in my hunt for what would be the best deal.
Comparing the number of channels is pointless. What matters are the channels people watch, and for most it's maybe 10 out of the 47, 52, or 66.
Score: 7 Votes (Like | Disagree)
macduke Avatar
40 months ago
Jokes on them. I've already switched from my grandfathered $35/mo DirecTV Now package to their new $15/mo Watch TV package. If they raise that much I'll just switch it off and keep using Netflix/Hulu same as always.

Absolutely none of my college interns pay for cable and most of them get their entertainment from YouTube with a few also using Netflix. None of them give a crap about cable. Even myself and a lot of people my age (early 30s) don't give a crap about cable (I only get it for my wife who watches a few channels). I'm always interested in what my interns are using since I work on a team that markets to college and high school students and it's interesting to hear them talk about it. They even make fun of the name "cable" because it sounds so old and dated. Some of them only know what cables are from charging their phones and even that is slowly going away. They think it's a stupid concept to schedule a bunch of things in advance as a big continuous stream that we then have to set recordings for. They don't get why they can't just watch whatever is available instantly, which is why they don't use these services. These companies have a long way to go to become relevant to this new generation. These services mainly seem to be targeted at around my age and up. I grew up with cable but then streaming became popular when I was in college and I was an early adopter. Then you have people in their 40s and 50s who are becoming increasingly tech saavy and cutting the cord as well. But people in their teens and 20s? They're not really buying this.
Score: 6 Votes (Like | Disagree)
az431 Avatar
40 months ago
Done with DirecTV Now. I didn't think their service or app could get any worse, but the recent major AppleTV update rendered the app an epic turd. It now takes multiple clicks to get to the guide and if you only care about your favorite channels, that also requires multiple clicks every time you open the app. And for whatever reason, every time I open the app I have to click through the same demo of how to change change channels (because none of us know what the buttons do on TV remotes???).
Score: 5 Votes (Like | Disagree)

Top Stories

REC ASA CODE2016 20160601 205816 2745

Elon Musk Reportedly Demanded to Become Apple CEO as Part of Potential Tesla Acquisition [Update: Musk Denies]

Friday July 30, 2021 9:04 am PDT by
Tesla CEO Elon Musk reportedly once demanded that he be made Apple CEO in a brief discussion of a potential acquisition with Apple's current CEO, Tim Cook. The claim comes in a new book titled "Power Play: Tesla, Elon Musk and the Bet of the Century," as reviewed by The Los Angeles Times. According to the book, during a 2016 phone call between Musk and Cook that touched on the possibility of ...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
a15 chip

iPhone 13 and Redesigned MacBook Pro Chip Production Hit With Gas Contamination

Friday July 30, 2021 5:44 am PDT by
The most important TSMC factory that manufactures Apple's chips destined for next-generation iPhone and Mac models has been hit by a gas contamination, according to Nikkei Asia. The factory, known as "Fab 18," is TSMC's most advanced chipmaking facility. TSMC is Apple's sole chip supplier, making all of the processors used in every Apple device with a custom silicon chip. Industry...
Apple watch series 5 new case material made of titanium 091019

Titanium Apple Watch Series 6 Models Currently Widely Unavailable

Sunday August 1, 2021 6:21 am PDT by
Models of the Apple Watch Series 6 with titanium cases part of the "Apple Watch Edition" collection is currently widely unavailable for pick-up in several of Apple's retail stores in the United States and is unavailable entirely for delivery in major markets. Noted by Bloomberg's Mark Gurman in the latest edition of his "Power On" newsletter, titanium models of the Apple Watch Series 6,...
iPhone 13 Always On Feature

iPhone 13 to Bring Over a Major Feature From the Apple Watch

Wednesday July 28, 2021 2:21 am PDT by
Apple's upcoming iPhone 13 lineup will feature an always-on display akin to the Apple Watch Series 5 and Series 6, according to recent reports. In his weekly Power On newsletter, Bloomberg journalist Mark Gurman, who often reveals accurate insights into Apple's plans, said that the iPhone 13 may feature an Apple Watch-inspired always-on mode. The Apple Watch Series 5 and Apple Watch...
apple rtp land

Apple Preparing to Occupy 200,000 Square Feet of Temporary Space Ahead of New $1 Billion North Carolina Campus

Thursday July 29, 2021 9:14 am PDT by
Back in April, Apple announced a $430 billion investment over the next five years to create more than 20,000 new jobs as the company continues to expand. One significant piece of that plan is a new engineering and research center in North Carolina where Apple will be investing over $1 billion and hiring at least 3,000 employees. Assemblage of seven properties in Research Triangle Park owned by ...
telegram

Bumper Telegram Update Enables Video Calls With Up to 1,000 Viewers

Saturday July 31, 2021 12:13 am PDT by
Telegram Messenger has received a major update to its video capabilities, including support for video calls with up to 1,000 viewers. Group video calls in Telegram allow up to 30 users to stream video from both their camera and their screen, and now a maximum of 1,000 people can tune into the broadcast. Telegram says it intends to continue increasing this limit "until all humans on Earth...
app store blue banner

Elon Musk: Apple's App Store Fees Are a 'De Facto Global Tax on the Internet'

Friday July 30, 2021 10:04 am PDT by
Tesla CEO Elon Musk took to Twitter today to criticize Apple's App Store fees in a tweet that sides with Epic in the ongoing Epic v. Apple dispute. "Epic is right," wrote Musk, before going on to call Apple's App Store fees a "de facto global tax on the Internet." Musk earlier this week made veiled comments about App Store fees, but today's statement is a much more direct criticism....
FaceID iMac REREREREMIX

Top Stories: Face ID on Future Macs, Elon Musk Criticizes Apple, and More

Saturday July 31, 2021 6:00 am PDT by
This week saw an interesting range of Apple news and rumors, including a blockbuster earnings report, rumors about next year's "iPhone 14" and Face ID coming to Macs, and more. Subscribe to the MacRumors YouTube channel for more videos. Other popular topics included Apple's crackdown on leaks, changes in the latest round of betas for iOS 15, iPadOS 15, and macOS Monterey, and several stories...
duracell battery bitter coating

Apple Says Don't Buy AirTag Replacement Batteries With Bitter Coating

Wednesday July 28, 2021 11:08 am PDT by
Since AirTags were just released earlier this year and are expected to have a year-long battery life, it may be some time yet before AirTag users need a replacement battery, but when the time comes for a refresh, Apple is warning customers not to buy batteries with a bitter coating. AirTags use coin-shaped CR2032 batteries, which happen to be a size that's easy to swallow. Some battery...