AT&T TV Now Has Lost 37% of Its Customer Base in Just 12 Months




, ,

In their Quarter 3 earnings report, AT&T announced that AT&T TV Now had lost 195,000 subscribers in the third quarter of 2019. This brought the total subscriber count down to 1,145,000 from 1.86 million one year earlier (when AT&T TV Now was still called DirecTV Now).

In total, AT&T TV Now has seen a loss of 713,000 subscribers or 37% of its customer base.

So, what caused this 37% loss?

Cost has been a major factor in the declining subscriber numbers. This chart from Kill the Cable Bill breaks down the price changes from DirecTV Now’s launch to the current price of AT&T TV Now.  When DirecTV Now launched in November 2016, it came with a price tag of $35/month. That number rose to $40/month in July 2018, just after the launch of the low cost AT&T Watch TV.

The price went up again in March 2019 which caused some confusion for those with grandfathered plans. Then, in June, DirecTV Now rebranded to AT&T TV Now. In October, another price increase was announced, which went into effect this month. The current price is $65 a month for AT&T TV Now Plus. If you want AT&T TV Now Max, that plan will now cost $85 a month. These numbers make AT&T TV Now one of the more expensive options for live TV streaming.The rebranding in July likely also played a big part in subscriber losses. While the rebranding didn’t include many big changes for the streaming service, it did cause a lot of confusion for customers (and those of us reporting on the news).

Finally, it seems that AT&T isn’t focused on making AT&T TV Now a major competitor for other live TV streaming services. The company has mentioned their focus on bringing customer to AT&T TV and HBO Max, while leaving AT&T TV Now out of the conversation.

Are you an AT&T TV Now subscriber? Have you left the service to give another live TV streaming service a try? Let us know your thoughts on declining subscriber numbers in the comments below.

Please follow us on Facebook and Twitter for more news, tips, and reviews. Need cord cutting tech support? Join our Cord Cutting Tech Support Facebook Group for help.

Did you know we have a YouTube Channel? Every week we have a live Cord Cutting Q&A, and weekly Cord Cutting recap shows exclusively on our YouTube Channel!

Disclaimer: To address the growing use of ad blockers we now use affiliate links to sites like, streaming services, and others. Affiliate links help sites like Cord Cutters News, stay open. Affiliate links cost you nothing but help me support my family. We do not allow paid reviews on this site. As an Amazon Associate I earn from qualifying purchases.

Subscribe to Our Newsletter

* indicates required

Please select all the ways you would like to hear from :

You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.