AT&T Streamlines Streaming: AT&T TV Now Fades as AT&T TV Takes Center Stage
AT&T is simplifying its streaming offerings, signaling the end of the road for AT&T TV Now. New customers are now being directed towards the company’s AT&T TV product, a move designed to consolidate the streaming experience. This shift marks a significant change in AT&T’s strategy, streamlining its previously confusing array of streaming services.
As reported by Variety, the AT&T TV Now website has been transformed. What was once a promotional hub for live TV streaming packages now prominently features an advertisement for AT&T TV, a hardware-based streaming service that debuted last year. A clear message on the page states that AT&T TV Now has "merged with AT&T TV to bring you the best live and on-demand experience." The announcement makes it unequivocally clear that AT&T TV Now plans are no longer available for new subscribers.
However, existing AT&T TV Now customers need not panic. The website assures them that they will retain access to their accounts. An AT&T spokesperson confirmed this to Gizmodo, stating that current subscribers "will not experience any disruptions as part of this change." This suggests that while the AT&T TV Now brand is being retired, the service itself will continue to function for existing users, at least for the time being.
The decision to consolidate the two services stems from AT&T’s recent testing of a no-annual contract plan for AT&T TV. The company spokesperson explained that with this new flexible option, "it makes sense to consolidate the two experiences." This suggests that AT&T aims to offer a more unified and streamlined streaming service under the AT&T TV banner.
The transition raises important questions about the differences between the two products, particularly for new customers. AT&T TV Now, previously known as DirecTV Now, offered two main packages. The first was a $55-per-month option with over 45 channels, while the premium package cost $80 per month and included more than 60 channels, along with access to HBO Max.
AT&T TV, on the other hand, presents a range of subscription packages, with prices ranging from $70 to $95 per month or higher, depending on the chosen add-ons. While AT&T TV offers a greater number of channels compared to the now-discontinued AT&T TV Now, the overall cost and structure of the service require closer examination.
One of the primary concerns surrounding AT&T TV is its pricing structure, which has been criticized for its potential to escalate costs through hidden fees and obligatory equipment rentals. The AT&T TV streaming box, for instance, can cost either $5 per month for 24 months or a one-time fee of $120 per box, depending on the specific offer available to the customer.
Furthermore, signing a two-year contract with AT&T TV can be a double-edged sword. While the initial monthly cost might be attractive, starting at $60 per month for the first year, it jumps to $93 per month in the second year. This pricing tactic, combined with the required equipment, raised concerns during Gizmodo’s review of the service last year, shortly after its launch. The review highlighted the potentially misleading pricing as a significant drawback.
However, AT&T clarified that the companion box is not always mandatory for AT&T TV. Customers can access the service through a variety of compatible devices, which are listed on the AT&T website. This offers some flexibility and allows users to potentially avoid the added cost of the dedicated streaming box.
The consolidation of AT&T TV Now into AT&T TV signifies an attempt by AT&T to simplify its complex and often confusing product offerings. After the "HBO Go/Now/Max debacle of 2020," where the company’s various HBO streaming services caused widespread confusion, the move to streamline its streaming brands is a welcome step.
This streamlining effort could potentially make AT&T’s streaming offerings more accessible and appealing to a broader audience. However, the success of this strategy will depend on AT&T’s ability to address the concerns surrounding AT&T TV’s pricing transparency and the cost of the required hardware.
The transition represents a broader trend in the streaming landscape, where companies are consolidating their services to achieve greater efficiency and brand clarity. By focusing on a single AT&T TV brand, the company hopes to create a more cohesive and user-friendly experience.
The future of streaming continues to evolve. AT&T hopes that this transition will ensure its place as a major player in the constantly changing streaming market.
