Lame news, DirecTV Now subscribers: A price hike is on the way.
As reported by CordCutters, AT&T is planning to raise the price of all DirecTV Now streaming plans by $5. That will bring the base DirecTV Now "live a little" plan, which offers access to around 60 channels, to $40 a month. The "just right" plan with around 80 channels will bump to $55 a month, while the "go big" plan with around 100 channels will be $65, and the top-tier "gotta have it" option with more than 120 channels will be $75 a month.
In a statement to PCMag, AT&T said the increase will take effect on July 26 for new customers. Existing subscribers will see the higher rate on an upcoming bill.
"In the 18 months since our launch, we have continued to evolve our DirecTV Now products to serve this new customer set and compare favorably with our competitors," AT&T said. "To continue delivering the best possible streaming experience for both new and existing customers, we're bringing the cost of this service in line with the market—which starts at a $40 price point."
DirecTV Now isn't the only streaming service to raise prices as of late. Sling TV last week increased the price of its base Orange service, which includes around 30 channels including Disney and ESPN, by $5 to $25 per month. Meanwhile, YouTube in February increased the price of YouTube TV from $35 to $40 a month.