DIRECTV NOW got off to a strong start with 200,000 subscribers signing up in the first few months; however, it was also hit with a long list of glitches and service issues at launch.
After launch AT&T poured a lot of work into the DIRECTV NOW service to address the issues. One of the ways it tried to improve the service was by pulling back on its marketing in an effort to let it mature.
During the first quarter 2017 AT&T earnings call, Chief Financial Officer John Stephens talked briefly about AT&T’s DIRECTV NOW service.
“We deliberately pulled back on marketing to see the platform mature and improve,” he said. “And we’re seeing just that.”
What does he mean by mature? He means grow and become more stable. For now DIRECTV seems to have done just that as AT&T has been rolling out patches at a rate of one every few weeks for the last few months.
How much has DIRECTV grown since it launched? That is hard to say. We do have executives familiar with DIRECTV NOW quoting a total of 400,000 subscribers recently; however, AT&T has decided not to disclose the official numbers for the first quarter 2017 like it did for fourth quarter 2016.
Now while AT&T may have pulled back on marketing in the first quarter 2017 it seems that it is now redoubling its efforts. Recently it announced a free HBO deal for new subscribers and $20 off every month if you also have AT&T’s wireless unlimited plan.
It seems AT&T is once again ready to attract new subscribers to DIRECTV NOW.
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