AT&T TV Now Existing Subscriber Price Rise Coming March 23 [Updated]

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Update: Feb 25, 2021: New information suggests AT&T TV has decided to scrap the price increase after receiving customer feedback. However, this has yet to be confirmed.

Original article: Existing AT&T TV Now subscribers will see a price increase starting from March 23, 2021. This is the latest change to the service which only recently merged with the company’s AT&T TV service. While existing subscribers remain on the same AT&T TV Now-branded plan, the prices are going up. The change also affects grandfathered DirecTV Now subscribers as well.

AT&T TV Now has gone through a number of changes in recent years. Since taking over from DirecTV Now, the service has encountered multiple price increases, and on one rare occasion a price drop, albeit at the cost of losing HBO. Once 2021 rolled through, AT&T effectively closed AT&T TV Now, with the plans rebranded as new no-contract AT&T TV plans, alongside the service’s existing two-year contract options.

Existing AT&T TV Now subscribers were able to stay on their current plans and at their existing price. However, as noted on Reddit, subscribers are now in the process of receiving emails advising of a price change. Essentially, subscribers to either the AT&T TV Plus or Max plans will encounter a $10 price increase, starting from March 23, 2020.

The change also seems to have affected grandfathered DirecTV Now subscribers as well, with the company’s Live a Little, Just Right, and Go Big plans expected to go up by the same amount on the same day.

Likely coming with more DVR and streams

While this is not going to be good news for either AT&T TV Now or DirecTV Now subscribers, they will be gaining more at the same time. In a separate post on Reddit, another subscriber is confirming that the cloud DVR for AT&T TV Now is increasing from 500 hours to unlimited. In addition, subscribers will also be gaining what’s close to an unlimited simultaneous streams policy. Basically, when at home they will be able to stream on as many as 20 devices at the same time, so long as they are connected to the same Wi-Fi network.

These upgrades in the cloud DVR and simultaneous streams policy are understood to be applying to all AT&T TV subscribers and not just AT&T TV Now users. At the same time, the noted price increases affecting AT&T TV Now and DirecTV now subscribers will put their packages at a much closer price to the current AT&T TV no-contract plans. Ultimately, AT&T seems to now be in the process of bringing all three of these differently branded subscriptions together.

Source: Reddit 1, 2

John Finn
John Finn

By John Finn

John Finn is the Founder and Editor of Streaming Better, a platform created in 2019 to help consumers navigate the complicated live TV streaming and subscription service market.

John has been covering technology for various online publications since 2014. After originally covering the wider tech industry as a writer and editor, John now spends his time focusing on the emerging video-streaming market, including live TV streaming, SVOD, AVOD, FAST, and TVOD services.

In a bid to keep up to date on the industry, John actively subscribes to multiple streaming services at the same time. However, John continues to advocate that the best approach for consumers is to rotate between streaming services as needed.

A Psychology graduate from England, who now lives in the US, John previously worked in the aviation industry as an airline reviewer. While reviewing airlines isn't quite the same as reviewing devices and streaming services, John brings the same analytical eye to all of his reviews and industry analysis, along with a special emphasis on what's best for the consumer.

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