What you need to know
- The two lowest plans on AT&T TV Now will increase starting Nov. 19
- The "Plus" plan will be $65, and "Max" will be $80.
- AT&T TV Now's legacy plans also are going up.
AT&T today confirmed to CordCutters that increases are coming to two of its newest streaming plans, as well as to four older players that aren't actually offered to new subscribers.
Here's the gist:
Folks got word of an an email announcing an upcoming price increase to the base "Plus" plan (which doesn't have the most channels but does include HBO), taking it from $50 a month to $65 a month. But that's just the start.
The next step up — the "Max" plan, which adds a bunch of sports channels — is going from $70 a month to $80 a month. Other plans in the current scheme — Entertainment ($93), Choice ($110), Xtra ($124), Ultimate ($135) and the Spanish-language Optimo Mas ($86) are not affected by the price increase.
The new pricing takes official effect on Nov. 19. (Or whenever your next bill is due.)
The reason, AT&T told us? It's more expensive to get the shows to you. Here's the statement we were sent:
We're adjusting our pricing to reflect the cost to deliver content to our customers. Customers can contact us at any time to review their plans or make account changes.
In addition to the changes to the Plus and Max plans, AT&T TV Now's legacy plans — as in you can't get them anymore — also will see price increases.
The old "Live a Little" plan will jump to up $60 a month. "Just Right" is heading to $75 a month. "Go Big" will now be $85. And "Gotta Have It" will increase to $95 a month.
Price hikes of this sort aren't all that uncommon — in fact, we've pretty much come to expect it. And it's been six months (almost to the day) since the former DirecTV Now introduced this "Plus" plan in the first place.
The question now is whether other streaming services will follow suit. We've seen one service increase prices in the past, only to be quickly followed by another.
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