AT&T has thrown within the towel in making an attempt to compete for cord-cutters on the lookout for an inexpensive TV bundle — an unsurprising transfer because the telco tries to shore up its struggling pay-TV enterprise.
In an replace on its website this week, the telco mentioned it’s not promoting AT&T TV Now to new clients. “AT&T TV Now has merged with AT&T TV to carry you one of the best stay and on-demand expertise!” a message on the telco’s web site says. The AT&T TV broadband-delivered product, introduced last spring, is priced and packaged extra like conventional cable and satellite tv for pc TV and is designed as a substitute for the steadily declining DirecTV satellite tv for pc service.
The phasing out of AT&T TV Now comes after years of shifting methods and a complicated mélange of promoting messaging. AT&T first launched the skinny-bundle service in December 2016, initially referred to as DirecTV Now, filled with 100-plus channels for an eye-popping intro worth of $35 monthly. However the try to win cord-cutters backfired, as AT&T hiked the prices of the over-the-top package deal and the early adopters dropped the package deal in droves.
AT&T TV Now most lately was priced began at $55/month for 45-plus channels, and a tier together with HBO Max began at $80/month with greater than 60 channels. The corporate mentioned current AT&T TV Now clients will proceed to have entry to the service, for now. AT&T TV, designed round a purpose-built Android TV set-top, begins at month-to-month costs of $70, $85 and $95, the highest two packages which embrace HBO Max for one 12 months at no additional price.
An AT&T rep didn’t reply to a request for more information on on the change.
At its peak, DirecTV Now (later rebranded as AT&T TV Now) had 1.86 million within the third quarter of 2018. Over the subsequent two years, it shed 63% of these, to face at 683,000 on the finish of Sept. 30, 2020.
AT&T’s “premium TV” enterprise (which incorporates DirecTV and AT&T TV) has been in a downhill slide, too: As of the tip of the third quarter of 2020, these totaled 17.1 million, down 590,000 sequentially and representing a lack of 3.3 million over the prior 12-month interval.
AT&T first launched DirecTV Now in late 2016. On the time, AT&T’s then-CEO Randall Stephenson had promised that the skinny-bundle technique would disrupt the pay-TV biz with revolutionary pricing, dramatically undercutting different TV suppliers. “[W]e are completely satisfied that that is going to be very, very enticing for a big group of consumers who actually aren’t even available in the market at this time,” Stephenson informed buyers in November 2016.