The days of cheap streaming plans are slowly becoming a thing of the past. Following price hikes from YouTube TV and Sling TV, DirecTV Now is joining them in raising the price of its streaming plans.
With the price increase, DirecTV Now’s five available plans will now range in prices from $40 to $75. In the process, that pretty much eliminates the sub-$40 streaming plans for all streaming platforms. The basic plans for YouTube TV, Sling TV and DirecTV Now all start at $40.
The pricing change will take effect beginning July 26 for new customers and will vary for existing customers depending on their bill due date.
This is the second pricing change AT&T has enacted since its $85 billion purchase of Time Warner went through a couple weeks ago.
AT&T is pointing at the market as the reasoning for the price change. “This puts us in line with the rest of the market,” said an AT&T statement to The Verge.