DirecTV Now is about to get more expensive later this month as all subscription tiers are set to get a $5 price hike.
Live TV streaming services have grown in popularity in recent years, as an increasing number of consumers are switching to the cord-cutting alternative rather than traditional television.
AT&T DirecTV Now Price Increase
Rival services such as Hulu with Live TV and YouTube TV have a starting price of $40 per month, and AT&T wants to increase its prices while still remaining "in line with the market."
AT&T confirmed to CordCutters that the upcoming $5 price increase will mean that its base "Live A Little" tier will go from $35 per month to $40 per month, which would still be in the price range of its competition.
The next plan, "Just Right," will go from $50 per month to $55 per month, the "Go Big" tier will go from $60 to $65 per month, while the top tier, "Gotta Have It," will cost $75 per month instead of $70.
"In the 18 months since our launch, we have continued to evolve our DIRECTV NOW products to serve this new customer set and compare favorably with our competitors," says AT&T. "To continue delivering the best possible streaming experience for both new and existing customers, we're bringing the cost of this service in line with the market-which starts at a $40 price point."
DirecTV Now Price Hike Date
When it comes to when these new prices go into effect, things are not extremely clear. AT&T reportedly started sending out emails to customers, informing of the upcoming increase. Some users mention an Aug. 1 reference date, while others mention earlier dates.
On this note, it's likely that all DirecTV Now tiers will get the $5 bump toward the end of this month, or on Aug. 1 at the latest.
The emails sent out to customers also remind them that DirecTV Now will get a number of improvements soon, including more local channels, parental controls, the option to upgrade from 20 hours to 100 hours of True Cloud DVR Beta, and more.
Customers will also get a new sports package in Spanish and will be able to boost their plan with a simultaneous third stream.
For those looking for fewer channels, no sports, and a lower price tag, AT&T recently announced a new WatchTV streaming service that costs just $15 per month or comes as a free add-on for select customers on AT&T's latest plans.
