Q. I’ve had AT&T TV Now for more than a year and I just got an e-mail saying my prices are going up. What’s up with that? Why are they raising prices on us when they are losing so many customers? It doesn’t make sense. — Stella, Topeka.
Stella, AT&T has alerted subscribers to AT&T TV Now, formerly known as DIRECTV Now, that they are raising prices on nearly all plans by $9.99 a month in their next bill. The rate hike affects all subscribers to AT&T TV Now, and those who used to subscribe to plans offered under the service when it was DIRECTV Now. The one exception is DIRECTV Now’s old ‘Gotta Have It Plan,” which will stay at $94.99 a month.
There are two reasons behind the increase.
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One, AT&T in January merged AT&T TV Now with AT&T TV, its sister streaming service. While subscribers to AT&T TV Now can keep their old accounts, AT&T wants to eventually phase out the older service. (AT&T TV Now is not taking new orders.) By raising prices now, AT&T is prodding existing AT&T TV Now customers to switch to AT&T TV. The company is willing to accept some defections if it means a faster consolidation of the two subscriber bases.
Two, AT&T TV Now’s new pricing structure is now closer to AT&T TV’s rates. (Previously, prices were lower for AT&T TV Now subscribers.) Here are AT&T TV’s plans and prices:
* Entertainment plan (65 channels) is $69.99 a month with no contract;
* Choice plan (90 channels) is $84.99 a month with no contract;
* Ultimate package (130 channels) is $94.99 a month with no contract.
By comparison, AT&T TV Now’s ‘Live a Little’ package, which is comparable to AT&T TV’s Entertainment plan, is going from $60 a month to $69.99 a month. The ‘Just Right’ package, which is similar to Choice, is going from $75 to $84.99. The ‘Gotta Have It” plan, which is akin to the Ultimate package, is staying at $94.99 a month, the same price as Ultimate.
So, Stella, sometimes there is a method to the madness of price increases.
Hope that makes sense. Happy viewing, and stay safe!
Have a question about new TV technologies? Send it to The TV Answer Man at swann@tvpredictions.com. Please include your first name and hometown in your message.
— Phillip Swann
AT&T TV NOW’s wish to make legacy customers switch certainly worked with me. The day I received my email, advising of the price hike, I switched indeed — straight over to Sling TV Blue. I have all my favorite channels, plus all of the Starz channels & the 200 hour DVR — all for a monthly price $18 LESS than AT&T TV NOW.
Good on ya. That’s one of the good things about streaming services – it’s easy to cut and switch.
Thank you. I’ve been sith Sling TV Blue for about a week now and I am very satisfied with the package. It includes all the Starz/Encore channels and the 200 hr DVR. And I’m paying almost $20 less than I would have been paying with my AT&T TV NOW price increase. I will now be observing my other AT&T accounts — Internet & digital home phone — to see if they raise my rates or eliminate my unlimited data. If they do this, I am all prepared to make yet another switch or two.
I HAVE BEEN A CUSTOMER FOR 10 YEARS WITH DIRECT TV. I STILL HAVE THE THREE TV’S I STARTED WITH DIRECT TV.DIRECT TV IS NOW CHARGING FOR 4 TVS, 2 UP DATED RECEIVERS AND EXTRA 3. FOR ALL HOME THIS NEW COVERAGE NOW $20. FOR THE SAME COVERAGE. I HAVE NEVER USED THE DVR IN THE 10 YEARS. NUMEROUS CALLS TO DIRECT TV DISENTING CHARGES HAVE NOT GIVEN RELIEF.I HAD A COURT REPORTER CALL DIRECT TV, THE RECORDER HAD THE RESULTS–NO CHANGE. I AM IN PROCESS OF CUTTING THE CORD. NO WONDER DIRECT TV IS HAVING CUSTOMER PROBLEMS. ELLA F. WARRINGTON
FOOLS
and their MONEY
are
SOON
PARTED !!
(if you are lucky, MAYBE they will “kiss” you when they are done) !!