AT&T is again offering new DIRECTV Now customers a free Apple TV if they purchase a three-month prepaid subscription.

The promotion was first offered when DIRECTV Now launched last November 30, and was instrumental in helping the live streaming service generate more than 200,000 paying customers in its first month.  However, AT&T ended the old Apple TV offer in the spring

Unlike the first offer, which was available to everyone online, this free Apple TV promotion is only available to new customers who purchase DIRECTV Now service at an AT&T retail center or via an AT&T call center.

The Apple TV in this promotion is the 32GB model which has a retail value of $149.

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If you purchase DIRECTV Now’s cheapest plan — the $35-a-month ‘Live a Little’ package, which has more than 60 channels — the prepaid three months would set you back $105. That would still be $44 cheaper than buying the Apple TV separately.

AT&T said last month that DIRECTV Now had 491,000 subscribers at the end of the second quarter. The service has generated mixed reviews from journalists and consumers, many of whom have complained about its inconsistent technical performance.

However, industry analysts have estimated that only Sling TV has more subscribers in the new live streaming category. Sling has more than one million paying customers, analysts say.

— Phillip Swann