AT&T TV Now is gone. New customers can no longer sign up for the telecom’s skinny TV service, similar to YouTube TV or Hulu with Live TV.
Instead, customers can only register for AT&T TV. Simply put: AT&T now has one virtual TV service instead of two. Existing customers will be able to continue to access the service and do not have to experience interruptions, a spokesman said. Diversity.
AT&T has included parts of AT&T TV Now in AT&T TV, including getting rid of the annual contract and not requiring people to own AT&T TV hardware. Instead, people can use their own compatible devices (Amazon Fire TV, Apple TV, etc.) for streaming, according to the AT&T website. There are three different price levels from which customers can choose depending on what channels they want, including add-ons such as additional sports and premium channels such as HBO. Prices range from $ 70 to $ 95, more than double the initial starting price of AT&T TV Now.
“We bring more value and simplicity by combining these two streaming services into one AT&T TV experience,”
AT&T TV Now was a tumultuous bet, even if you look beyond the fact that AT&T took the already confusing naming scheme (DirecTV and DirecTV Now) and did even worse (they became AT&T TV and AT&T TV Now, respectively, in 2019). Launched in 2016 at $ 35 per month for 65 channels, the idea was to reverse the trend of cable cutting. It worked for a minute, but as AT&T faced ever-increasing costs, licensing problems and increased competition from new players, the number began to decline.
In September 2018, AT&T TV Now controls 25 percent of the market share of Internet TV subscribers; by September 2020, this had dropped to just 8 percent, according to data from analyst firm Antenna. While Hulu with Live TV, YouTube TV and Fubo have seen some growth, AT&T TV Now has shrunk radically. Throwing up rising prices and channel interruptions caused by licensing disagreements, and it’s not hard to see why AT&T TV Now failed.
AT&T TV has now gone from a peak of 1.86 million customers in the third quarter of 2018 to less than 685,000 in September 2020. More often, trying to find a balance between the cost of running skinny TV services and maintaining at low monthly subscription prices leads to a path to a profitable future. Even former AT&T CEO Randall Stevenson thought otherwise.