AT&T is ending a perk that has allowed some DIRECTV customers to enjoy free access to the Max streaming service. In a statement to Cord Cutters News, it was confirmed that the credit previously provided to certain customers for Max access will be discontinued.
Update: AT&T has confirmed to Cord Cutters News that wireless customers will keep free Max. Only DIRECTV customers are losing Max.
This change impacts “grandfathered” customers who signed up for specific DIRECTV packages that included a promotional offer for free Max. (At the time called HBO Max.) These plans have not been offered for some time yet, but customers already on them got to keep the free Max.
Customers who have it now will still have access to Max when the free program ends, but it will now be added as a charge to their account unless they cancel it.
In a statement to Cord Cutters News, a DIRECTV Spokesperson said, “Some customers have been receiving credit as an AT&T customer for access to Max. That credit is ending, but they can still watch Max through the app on the DIRECTV Gemini device and other options.”
This comes as AT&T has been getting out of its media assets by spinning both DIRECTV an Warner Bros. out. AT&T is also selling its remaining ownership of DIRECTV later this year.
While the loss of free Max access is undoubtedly a drawback for affected customers, AT&T highlights that Max can still be accessed through the app on the DIRECTV Gemini device. This set-top box combines satellite TV with streaming capabilities, allowing users to access various streaming apps, including Max, directly on their television.
Customers can also subscribe to Max separately and access it through a variety of devices, including smart TVs, streaming sticks, gaming consoles, and mobile devices.
While bundled services can be attractive to consumers, they can also be complex and challenging to manage for providers. The rising costs of content acquisition and the increasing competition in the streaming market may lead to further adjustments in bundled offerings and pricing strategies.
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