AT&T to increase its DirecTV Now subscription charges by US$10 a month

Customers of AT&T’s DirecTV will reportedly be witnessing a price hike, as the telecom giant would be adding another $10 per month to the services’ fee beginning in April. This would apparently mean that the cost of a monthly subscription has gone up over 40 percent in less than one year.

Apart from the price changes, the company would allegedly streamline its DirecTV Now plans by offering only two, rather than its current five, although however existing customers would not be kicked out of their packages. Interestingly, AT&T had increased the cost of its live TV streaming bundles by $5 per month, last July.

Further from the reports, DirecTV Now offered over 100 live streaming channels for $35 per month when it launched in 2016. Since then, the prices have been steadily increasing. Once these new changes go into effect, the company would offer DirecTV Now Plus at $50 per month for 40-plus channels, and DirectTV Now Max at $70 per month for 50-plus channels.

Sources familiar with the matter cited that the customers would be paying more in the process and getting less. The base package currently offers 65-plus channels for $40 a month. The new packages would include HBO, which was a $5 add-on in the past, perhaps as a small consolation.

Similar to AT&T, a lot of other live streaming TV providers are creeping up their fees. This looks like a trend as companies have figured out a price point that works. Hulu has recently increased its live TV option by $5 a month, placing the Hulu + Live TV at $45 for 60-plus channels.

Announcing a nationwide coverage in January, YouTube TV is still just $40 a month for over 70 channels. Though, neither YouTube or Hulu currently offer HBO, so they are probably not great options for some key TV shows, the sources commented.