The company’s site touted AT&T TV as “the best live and on demand experience” with no annual contract, simple pricing and no hidden fees, reminding users to ask about getting a free year of HBO Max and 2021 NBA league pass premium with select packages.
AT&T TV Now launched in 2016 as DirecTV Now. It was overseen by John Stankey, who has since risen to CEO of the company. It initially saw steady traction, passing 1 million subscribers in its first year, but recent quarters have seen it shrink substantially as AT&T prioritized other platforms and the skinny-bundle marketplace continued to see turbulence. Sony’s PlayStation Vue, an early player in skinny bundles that launched in 2015, shuttered in 2020 after the company deemed the business model unsustainable.
Pricing has been the bane of many of the skinny providers. As programmers demand higher fees, operators have been forced to raise prices. In 2019, its basic plan went to $65 a month, making the value proposition of its early days seem like a memory. YouTube TV, and Hulu + Live TV, the two leaders in delivering TV bundles via the internet, have also had to raise prices in recent months.
In 2019, AT&T rebranded DirecTV Now as AT&T TV Now and revamped it. Last spring, it launched AT&T TV along with a set-top box — at which point the writing was on the wall for AT&T TV Now.
“AT&T TV Now has merged with AT&T TV to bring you the best live and on-demand experience,” the company’s website said.
Subscribe to Deadline Breaking News Alerts and keep your inbox happy.