In a report in the Wall Street Journal, AT&T CEO Randall Stephenson suggested that another price hike might be on the horizon.
Earlier this year, the service raised prices by $5 a month on all subscribers.
“We moved the price up and, being a very price-sensitive market, we fully expected to see a considerable number of customers drop off. We haven’t seen that. The consumers, it’s obvious that they’re finding value in the platform.”
He also suggested that AT&T WatchTV could offer additional price points.
Mr. Stephenson said WatchTV could offer a range of packages from $15 to $25 a month to appeal to more people. “We’ll exit this year with a very different looking portfolio,” he said.
Given that DIRECTV NOW is still unprofitable, it is not a surprise that the service is considering raising prices.