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
70 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
70 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
70 months ago
Also partly due to DirectNow being terrible.
Score: 5 Votes (Like | Disagree)
fhall1 Avatar
70 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
70 months ago
Having satellite was never a requirement
Score: 3 Votes (Like | Disagree)
ck2875 Avatar
70 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

iOS 18 CarPlay Feature

iOS 18 Adds These 5 New Features to CarPlay

Thursday June 13, 2024 7:44 am PDT by
Apple did not mention CarPlay during its WWDC keynote this week, but iOS 18 includes a handful of new features for the in-car software. Overall, there is not a whole lot new for CarPlay on iOS 18, with changes seemingly limited to the Messages and Settings apps so far. Below, we recap everything new for CarPlay on iOS 18. New for CarPlay on iOS 18 1. Contact Photos in Messages App...
apple watch series 9 display

Kuo: Apple Watch Series 10 to Get Larger Screen and Thinner Design

Monday June 17, 2024 1:20 am PDT by
This year's Apple Watch Series 10 will be thinner and come in larger screen sizes than previous models, according to Apple analyst Ming-Chi Kuo. In his latest industry note -10-and-98075c44ce92">shared on Medium, Kuo said the screen size options on the next-generation Apple Watch will increase from 41mm to 45mm, and from 45mm to 49mm, while being encased in a thinner design. For reference,...
iPod Nano vs iPod Pro Ad Feature 1

Apple Developing Thinner MacBook Pro, Apple Watch, and iPhone

Monday June 17, 2024 2:22 am PDT by
Apple intends to slim down the MacBook Pro, Apple Watch, and iPhone, with the new ultra-thin M4 iPad Pro a sign of the company's new design trajectory, according to Bloomberg's Mark Gurman. When the M4 iPad Pro was unveiled last month, Apple touted it as the company's thinnest product ever, and even compared it to the 2012 iPod nano to emphasize its slim dimensions. Writing in the latest ...
iOS 18 Siri Integrated Feature

You Can Give Siri a New Name With iOS 18's Vocal Shortcuts

Friday June 14, 2024 4:33 pm PDT by
Apple in iOS 18 added a Vocal Shortcuts accessibility feature, and now that iOS 18 is available in a beta capacity, users have figured out that this option can be used to give Siri a new wake word. With Vocal Shortcuts, you can assign a custom phrase that Siri can understand to launch shortcuts and complete "complex tasks," and one of the shortcuts you can set up is an alternative for "Hey...
iOS 18 Wallet Feature

Here's What's New in Apple Wallet on iOS 18 for Event Tickets and More

Friday June 14, 2024 7:32 am PDT by
iOS 18 includes a handful of enhancements to the Wallet app on the iPhone, with new features for Apple Pay, Apple Cash, event tickets, and more. Below, we outline everything new for the Wallet app on iOS 18, based on information from Apple's press release and a WWDC 2024 coding session. Redesigned Event Tickets Event tickets have an all-new design in the Wallet app on iOS 18, complete...