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AT&T TV NOW is Raising Prices on Legacy DIRECTV NOW Plans By $10

Stephanie Sengwe

AT&T TV NOW is back again with yet another price hike. Today, the streaming service sent an email to its customers alerting them that their AT&T TV NOW packages will be increasing starting November.
Depending on their plans, users are seeing their bills increase from $55 to $85 in the course of the next month, while others are going from $35 to $65.

  • Live a Little: Now $60 (was $40 —> $50 in March)
  • Just Right: $75 (was $55 —> $65)
  • Go Big: $85 (was $65 —> $75)
  • Go Big (Early Adopter): $60 (was $40 —> $50)
  • Gotta Have it: $95 (was $75 —>$85)

In the letter to affected subscribers, AT&T TV NOW said:

Thank you for being an AT&T TV NOW customer. We hope you have been enjoying all the endless entertainment you love—anytime, anywhere, on your favorite devices.

We wanted to let you know that as programming costs continue to rise, the price of your AT&T TV NOW package will be increasing to $60 starting with your 11/22/2019 payment.

The price increase will not affect the cost of add-ons like 3rd stream or premium channels, nor will it affect any discount you may already receive on your account.

As always, you can review your options for packages and prices, or if you do not wish to continue your subscription, you can cancel any time.

Thank you for streaming with us.

Back in March, when AT&T TV NOW was still DIRECTV NOW, the company outraged users once again, with a $10 price hike across the board. Existing subscribers with packages such as the Just Right or Go Big saw their bills go from $55 to $65 and $65 to $75, respectively, while premium channels such as HBO went for $5 to $15 and Cinemax went to $11.

New subscribers were only able to select from the new DIRECTV NOW PLUS ($50) and DIRECTV NOW MAX ($70) plans.

The new, unexpected price hike has angered many users, with some taking to Reddit to express their frustrations. With most people threatening to leave, it looks like AT&TV NOW might lose another significant amount of users. 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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