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BREAKING: AT&T TV NOW PLUS & MAX Plans to Increase by $15 Starting Next Month

Jason Gurwin

After users began receiving emails of the increases to the legacy DIRECTV NOW plans, AT&T has now confirmed to The Streamable that this will also affect those on the AT&T TV NOW PLUS and MAX plans. The AT&T TV NOW PLUS plan will increase to $65 (from $50), while the MAX plan will increase to $85 (from $70) starting on November 19th.

When asked about the price increases, an AT&T Spokesperson told us, “We’re adjusting our pricing to reflect the cost to deliver content to our customers. Customers can contact us at any time to review their plans or make account changes.”

Back in March, when AT&T TV NOW was still DIRECTV NOW, the company discontinued their existing plans and introduced the new PLUS and MAX plans which included significantly fewer channels, but added HBO in the package. In March, AT&T added Viacom channels to the package, but it still has significantly fewer channels than the original plans.

It’s become clear that AT&T TV NOW as a service is not that important to AT&T anymore. The company has shifted focus to their streaming DirecTV service AT&T TV and their upcoming SVOD service HBO Max. But with the latest price hikes, AT&TV NOW will certainly lose a significant amount of users, with other cheaper options available. In July, they reported that they lost a whopping 168,000 DIRECTV NOW subscribers, following two consecutive quarters which saw 350,000 drop in paid subscribers. Leaving them with 1.34 million subscribers total, down from their peak of 1.85 million last September.

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