Eight months after DirecTV Now raised the prices of all streaming plans by $5/month to stay in line with the market, the company is this week warning customers that it's increasing the prices again, this time by $10/month across the board. The company will reportedly begin implementing this price hike in the next billing cycle for customers, starting in April (via Cord Cutters News).
This means that DirecTV Now's basic "Live a Little" tier will rise from $40/month to $50, "Just Right" will increase from $55/month to $65, "Go Big" will increase from $65/month to $75, and "Gotta Have It" will increase from $75/month to $85. The Spanish language Todo y Más package will also increase from $45/month to $55. There will be no changes to channel availability in these plans.
In addition to all of this, DirecTV Now is introducing two new plans that will be available to new customers signing up for the service, instead of the five previously mentioned plans. These new plans are "DirecTV Now Plus" ($50/month for 40+ channels) and "DirecTV Now Max" ($70/month for 50+ channels). While the new plans include HBO at no additional charge, they are missing a number of channels from the previous plans including ones from Viacom, Discovery, A&E, and AMC.
New customers will only see these two new plans, but it appears that anyone signed up for DirecTV Now on one of the five original plans will be able to keep their subscriptions intact, albeit at a $10 higher monthly price tag.
As a point of comparison, the new DirecTV Now Plus plan priced at $50/month compares directly to the Live a Little plan at its new $50/month cost, but the number of channels available is different. New customers signing up for DirecTV Now Plus will get 40+ channels, while existing customers get 65+ channels for the same $50/month price. This information can be seen on a screenshot of DirecTV Now's price comparison charts (via Reddit).
It was reported in January that DirecTV Now lost as many as 267,000 subscribers in the fourth quarter of 2018, attributed to the closure of several discount bundles that were heavily featured on the service's website, including the popular Apple TV bundle. This month, DirecTV Now gained support for Apple's TV app, allowing users to sync their TV shows watched in DirecTV Now with the Up Next list in the TV app.