DirecTV Now Rebrands As AT&T Now As Satellite Unit Gets Streaming-Era Rethink
The telecom giant started notifying customers Tuesday morning of the change. According to a company website, currentcustomers won’t need to do anything as the change takes effect. “Your service will continue without a hiccup,” the company said in a message to customers. “Your app should update automatically, and you’ll use the same sign-in info for the AT&T TV app.”
The rebrand comes as the company continues to see steep losses in pay-TV subscribers four years after it acquired DirecTV for $48.5 billion. In the second quarter, AT&T reported last week, DirecTV and U-verse cable systems lost 778,000 subscribers and DirecTV Now shed 168,000. Launched with great fanfare in late 2016, DirecTV Now offered a “skinny bundle” of channels, delivered through the internet, and it quickly gained subscribers.
CEO Randall Stephenson talked up AT&T TV on the company’s recent earnings call. “AT&T TV, you should assume, this will be the workhorse over the next couple of years,” he said. “And we will put our shoulder and our muscle behind AT&T TV, get a lower price point, shore up this customer base over the next couple of years.” He called DirecTV a “good product,” saying it will “be there for a long time.
Meanwhile, carriage disputes this month with CBS stations in 14 markets and Nexstar-owned local stations in 120 markets have resulted in those stations going dark across AT&T’s systems. Wall Street analysts see the company attempting to “bend the cost curve,” disrupting the long-established pattern of carriage fee increases demanded by programmers as linear ratings continue to ebb.is another corporate priority for AT&T.
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