DirecTV Now today reported that it lost 267,000 subscribers during the fourth quarter of 2018, causing the service to dip from 1.8 million subscribers in Q1 2018 to 1.6 million in Q4 (via TechCrunch). Despite the decline, DirecTV Now is still at the forefront of the streaming TV market, second to SlingTV as of last fall.

directv now apple tv 4k offer
In AT&T's fourth quarter earnings report, the company attributed this loss to the closure of several discount bundles that were heavily featured on the service's website, and shared online. This includes the popular Apple TV bundle (which expired in June 2018) and a few Roku deals.

The company attributed the decline to the end of promotional package pricing, which sometimes saw the service priced as low as $10 per month for an introductory period. It had also offered device giveaways – like Roku streaming sticks or Apple TV boxes – to encourage sign-ups.

AT&T says its “discounted introductory offers ended,” which resulted in the dramatic loss.

At its peak, the DirecTV Now deal for ‌Apple TV‌ required you to prepay for three months of the streaming TV service for about $105. Once you did this, AT&T would send you a 32GB ‌Apple TV‌ 4K at no cost. In essence, customers were paying $105 for a 32GB ‌Apple TV‌ 4K, down from around $170, and getting three months to try out DirecTV Now as a bonus.

Of course, you could still cancel DirecTV Now before those three months ended and not pay to continue using the service, and it appears that's what many people did last year. Although DirecTV Now has a large channel lineup, it also has numerous problems with its service, which also likely led to subscriber churn noted in this week's earnings report. This includes a barebones cloud DVR with low storage and unreliable recordings, various performance issues, outages, and more.

AT&T also raised the price of DirecTV Now last summer, increasing every tier by $5/month to stay "in line with the market." This increased DirecTV Now's "Live a Little" plan from $35/month to $40/month, matching rival services like Hulu with Live TV, which starts at $40/month, and YouTube TV, which also raised to $40/month to compete with Hulu.

Although many were hoping that the ‌Apple TV‌ offer would return in the fall of 2018 as it did years prior, AT&T never resurfaced the deal.

Top Rated Comments

trusso Avatar
39 months ago
AT&T says its "discounted introductory offers ended," which resulted in the dramatic loss.
This is common among all cable carriers. They lure you in with introductory pricing, and then jack your rates come year two or three. There’s no reward for loyalty, and fortunately, most people know it. I have no television in my house, but my father will cancel and switch providers every year to avoid the price increases.

This is simply what happens when you chase short-term profits and treat your customers like cattle. Any company that engages in these sort of practices will get what they deserve.
Score: 10 Votes (Like | Disagree)
tobefirst ⚽️ Avatar
39 months ago
I am one of those who took advantage of the offer and then canceled. I'll do it again when the offer it again. I could use one or two more Apple TVs.
Score: 5 Votes (Like | Disagree)
Mackinjosh Avatar
39 months ago
Also partly due to DirectNow being terrible.
Score: 5 Votes (Like | Disagree)
fhall1 Avatar
39 months ago
I signed up and got the Apple TV 4K. I had it for a year and the DVR is garbage. Like not even Beta ready. I just switched over to Spectrum streaming package since I have there internet. DVR was replaced with On Demand.
But with "On Demand" don't you have to sit through commercials? I can't go back to watching commercials.
Score: 4 Votes (Like | Disagree)
fhall1 Avatar
39 months ago
Having satellite was never a requirement
Score: 3 Votes (Like | Disagree)
ck2875 Avatar
39 months ago
Why do you say this?
I'm not who you replied to, but I've been beta testing a first party "DirecTV Now" box that's built by AT&T and running Android TV. I can only imagine that doesn't bode well for them bringing back the Apple TV offer.



Attachment Image
Score: 3 Votes (Like | Disagree)

Popular Stories

airpodsinear 1

AirPods Save Woman's Life With Feature Everyone Should Know

Friday January 21, 2022 2:13 am PST by
Apple's AirPods have been credited with saving a woman's life after a potentially fatal fall, People reports. When a 60-year-old florist in New Jersey tripped and hit her head in her studio, she lost consciousness and awoke heavily bleeding. With nobody around to call for help, she realized she had her AirPods in, and used a "Hey Siri" command to call 911. An operator was able to stay on the ...
Upcoming Products 2022 Feature

Gurman: Apple Preparing 'Widest Array of New Hardware Products in Its History' for Fall

Sunday January 23, 2022 10:32 am PST by
Apple is working on a number of new products that are set to launch this fall, and Bloomberg's Mark Gurman says that it will be "the widest array" of new devices that Apple has introduced in its history. In his latest "Power On" newsletter, Gurman explains that Apple is working on four new flagship iPhones (iPhone 14, iPhone 14 Max, iPhone 14 Pro, and iPhone 14 Pro Max), an updated low-end Ma...
Questionable Design Decisions

Apple's Most Questionable Design Decisions in Recent Memory

Sunday January 23, 2022 2:59 am PST by
Apple has always emphasized the depth of thought that goes into the design of its products. In the foreword to Designed by Apple in California, a photo book released by the company in 2016, Jony Ive explains how Apple strives "to define objects that appear effortless" and "so simple, coherent and inevitable that there could be no rational alternative." But every once in a while even Apple...
top stories 2022jan22

Top Stories: Spring Apple Event Rumors, Apple Opposes Sideloading, and More

Saturday January 22, 2022 6:00 am PST by
As we roll into the latter half of January, we're starting to hear more about a potential spring Apple event, which is likely to take place in March or April. There are a number of potential announcements on deck, so an event would be a good opportunity for Apple to get them all out there. We've also been going back and forth on some iPhone 14 rumors, and we've taken a look at a number of...
att gigabit internet

AT&T Bringing $180/Month 5-Gigabit Internet to 70 Cities

Monday January 24, 2022 9:20 am PST by
AT&T today announced the launch of upgraded AT&T Fiber plans, which support speeds of up to 5 Gigabits for some customers. There are two separate plans, one "2 GIG" plan and one "5 GIG" plan, available to new and existing AT&T Fiber subscribers. According to AT&T, the new plans are available to nearly 5.2 million customers across 70 metro areas including Los Angeles, Atlanta, Chicago, San...
macbook pro 14 16 2021

Three Months After Launch, Apple Still Struggling to Meet Demand for Redesigned 14-Inch and 16-Inch MacBook Pro

Monday January 24, 2022 7:12 am PST by
Three months after their launch, the 14-inch and 16-inch MacBook Pros continue to experience high demand and seemingly short supply, with shipping dates for both models stretching into multiple weeks in several of Apple's key markets. In the United States, the baseline 14-inch MacBook Pro with the M1 Pro chip is estimated to ship in three to four weeks, promising an arrival by at least...
peloton tv workout cardio

Apple Floated as Potential Buyer of Peloton

Friday January 21, 2022 6:11 am PST by
Following months of bleak news about Peloton's "precarious state," including the revelation that it has halted production of its bikes and treadmills, Apple is being floated as a potential buyer of Peloton's troubled fitness business. Yesterday, CNBC reported that Peloton will temporarily stop production of its connected fitness products due to a "significant reduction" in consumer demand, a ...
Spring 2022 Apple Products Feature

New iPad Air, Macs, and iPhone SE With 5G Likely to Be Announced at Apple Event This Spring

Thursday January 20, 2022 8:32 am PST by
Earlier this week, Bloomberg's Mark Gurman tweeted that Apple "will be holding a spring event" to announce a new iPhone SE and other hardware. In a recent edition of his newsletter, Gurman said the event is likely to occur in March or April. Gurman did not elaborate on what "other hardware" will be announced at Apple's purported spring event, but rumors suggest at least four products are...