AT&T has lowered the price of the AT&T TV NOW base plan by $10. Post the price drop, the AT&T TV NOW Plus package now costs subscribers $55 a month, down from $65 a month earlier.
However, AT&T has taken HBO off the Plus package to make for the price drop. AT&T TV NOW Plus package will no longer include HBO at the new price.
HBO is still available as an add-on channel for $10 per month, though. So those who can't do without HBO can add the channel and continue paying $65 per month.
Meanwhile, for AT&T, this price drop allows it to advertise a lower price. Also, those who don't prefer watching HBO will now have to pay $10 less without compromising on their favorite channels.
It's unclear if this price drop has something to do with the upcoming launch of HBO Max, which is also indirectly owned by AT&T. The company might be trying to drive people to subscribe to HBO Max when it launches in May this year.
AT&T TV NOW drops the price of its Plus package
AT&T has made multiple price changes to its AT&T TV NOW, formerly called DirecTV, plans over the past few years.
Most recently, in November last year, the company raised the price of the Plus and Max plans by $15, to $65 and $80 per month respectively. The price hike made AT&T TV NOW an unjustifiably more expensive live TV streaming service.
It has now dropped the price of the Plus plan by $10 but the Max plan still costs $80 per month. The latter comes with HBO and Cinemax included. It also packs regional sports networks that you don't get with the Plus plan, totaling up to more than 60 channels.
The Plus plan provides access to about 45 channels. Along with HBO and Cinemax, it also misses out on ACC Network, BTN, CBS Sports Network, Fox Sports 2, Golf Channel, Paramount, Tennis Channel, and several others.
Even with a base price of $55 per month, AT&T TV NOW still offers fewer channels than the less costly YouTube TV ($50 a month). Hulu Live TV and fuboTV, both of which cost $55 a month, also offer more channels than AT&T TV NOW PLus.
With AT&T TV NOW standing loose in the competition, it shouldn't be surprising that the company is losing customers. It has reportedly lost over 400,000 subscribers to rival services over the last two quarters.
The AT&T-owned live TV streaming service now has less than a million subscribers. In comparison, Hulu Live TV has over three million subscribers, while Sling TV and YouTube TV have surpassed the two million mark.