AT&T TV Now is now AT&T TV — here’s what that means

AT&T TV Now could be no extra. New prospects can not join telecom’s skinny bundle TV service, much like YouTube TV or Hulu with Stay TV.

As a substitute, prospects can solely sign up for AT&T TV. Merely put: AT&T now has one digital TV service as a substitute of two. Current prospects will have the ability to proceed accessing the service and shouldn’t expertise any disruptions, a spokesperson informed Selection.

AT&T has rolled in elements of AT&T TV Now into AT&T TV, together with eliminating the annual contract and never requiring folks to personal the AT&T TV {hardware}. As a substitute, folks can use their very own suitable units (Amazon Fireplace TV, Apple TV, and so forth.) to stream, according to AT&T’s website. There are three completely different pricing tiers that prospects can select from relying on what channels they need, together with add-ons like further sports activities and premium channels like HBO. Costs vary from $70 to $95, greater than double AT&T TV Now’s authentic beginning value.

“We’re bringing extra worth and ease by merging these two streaming providers right into a single AT&T TV expertise,” Vince Torres, senior vp of promoting at AT&T, informed Selection.

AT&T TV Now has been a tumultuous guess, even when you look past the truth that AT&T took an already complicated naming scheme (DirecTV and DirecTV Now) and made it even worse (they turned AT&T TV and AT&T TV Now, respectively, in 2019). Launched in 2016 at $35 a month for 65 channels, the concept was to hop on the cord-cutting pattern. It labored for a minute, however as AT&T confronted steady rising prices, licensing woes, and elevated competitors from new gamers, numbers began dropping.

The sunshine blue field retains shrinking.

In September 2018, AT&T TV Now managed 25 % of web TV subscriber market share; by September 2020, that dropped to only 8 %, in keeping with knowledge from analytical agency Antenna. Whereas Hulu with Stay TV, YouTube TV, and Fubo are all seeing some progress, AT&T TV Now has radically shrunk. Throw in rising prices and channel blackouts brought on over licensing disagreements, and it’s not troublesome to see why AT&T TV Now failed.

AT&T TV Now went from a peak of 1.86 million prospects within the third quarter of 2018 to lower than 685,000 in September 2020. Most of the time, looking for the steadiness between the price to run skinny bundle TV providers and preserving month-to-month subscription costs low leads to a path to a profitless future. Even when former AT&T CEO Randall Stephenson thought in any other case.

“[We are absolutely convinced that this is going to be very, very attractive for a large group of customers who really aren’t even in the market today,” Stephenson said in 2016 ahead of DirecTV Now’s (then AT&T TV Now) launch, according to Variety.

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