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AT&T’s streaming service is again raising prices. AT&T’s TV Now, the service previously known as DirecTV Now, is bumping up its prices yet again — by as much as 30%, Bloomberg reported and AT&T confirmed. Subscribers who were on the $50 Plus tier will now have to pay $65, while those on the $70 Max tier will pay $80 per month.
The prices will go into effect for both new and existing customers — meaning, no one is getting grandfathered into their current pricing, this time around.
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The company had previously revamped its plans earlier this year, where it introduced the new Plus and Max tiers, and had raised rates. However, at that time, existing subscribers were able to stay on their current plans.
The company’s goal with the continual price hikes is to make its service more profitable even as its subscribers continue to defect. The streaming service ended 2018 with fewer customers (1.6 million) than it had in Q2 2018 (1.8m). It has now dropped even further to 1.3 million, as of Q2 2019 — a net loss of 168,000 subscribers. Meanwhile, AT&T’s pay TV subscribers are also bailing at rapid rates. In Q2 2019, AT&T reported a net loss of 778,000 premium TV subscribers, for example.
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AT&T had originally lured in customers for its over-the-top streaming service with promotional discounts that weren’t sustainable. And, according to a new lawsuit, it allegedly faked some of its user growth, as well.
But for customers who originally signed up...
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