AT&T TV Now – formerly DirecTV Now – is raising prices for its streaming television service for the second time this year.
Variety confirmed the increase, which will require subscribers to AT&T TV Now’s Plus package pay $65 per month, up from $50. The price increase will kick in next month.
“We’re adjusting our pricing to reflect the cost to deliver content to our customers,” an AT&T spokesperson told Variety. “Customers can contact us at any time to review their plans or make account changes.”
AT&T is also reportedly raising prices on some grandfathered plans from back in the DirecTV Now days. According to Cord Cutter News, AT&T has been notifying subscribers who had already signed up before the service introduced new plans earlier this year that they’re grandfathered pricing could increase to as much as $85 per month.
In March, AT&T ditched the old pricing model for its virtual MVPD and introduced two new “slimmer” channel packages, Plus ($50) and Max ($70), both of which include HBO.
AT&T originally rolled out its vMVPD with promotional pricing, which may have contributed to the service’s rapid subscriber growth. But the company has since worked to move customers off promo pricing on its video services, which has caused AT&T TV Now to lose subscribers each quarter. In the fourth quarter of 2018, AT&T TV Now lost 267,000 subscribers along with another 83,000 in the first quarter and 168,000 in the second quarter. As of June 2019, AT&T TV Now was down to 1.34 million subscribers.
As its DirecTV and AT&T TV Now services experience declining subscriber bases, AT&T is rolling out its new streaming service AT&T TV. The service debuted this summer and the company expects it to be available nationwide in 2020.