TV Now Price Increase for a Second Time Coming

There is no way to stress enough about how much AT&T hates their consumer base. Particularly their television consumers. Last week, we talked about how AT&T was charging their internet and mobile consumers fees that they didn’t need to. Their television consumers are getting hit harder than their other services. For the second time in a year, AT&T’s TV Now price increase is coming on November 19th. And it ain’t a small one either.

They began notifying subscribers that the Plus tier will jump from $50 to $65 per month on November 19th, while the Max plan will leap from $70 to $80 per month at the same time. That makes the base service nearly twice as expensive as it was on launch in 2016 when it cost $35.

Service prices are climbing to “reflect the cost to deliver content to our customers,” AT&T said in a statement to Engadget. It’s not clear if this reflects higher channel carriage rates, AT&T’s infrastructure costs or a combination of both. However, given the status of their television division’s revenue loss, the TV Now price increase was probably coming anyway.

It appears that AT&T TV Now is focusing on being more profitable than anything else. It was recently reported that the company lost 168,000 subscribers in just its second quarter alone. In theory, the price increase will offset the loss, but that doesn’t take into account people that will leave due to the price increase and/or channel offerings.

AT&T doesn’t look at a competitive market, but their own bottom line. Their base plan exceeds the plans offered by PlayStation Vue, YouTube TV, and Hulu TV. If you are one of the few people that are still holding on to TV Now, which was formerly known as DirecTV Now, this latest TV Now price increase could be the breaking point. For me, I’m sticking with YouTube TV for now.

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