AT&T hikes TV Now prices by as much as $15 per month

It now costs at least $65 per month to watch.

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Yes, AT&T is raising prices for its TV Now service for the second time this year -- and it's not a small hike. The telecom is notifying subscribers that the Plus tier will jump from $50 to $65 per month on November 19th, while the Max plan will leap from $70 to $80 per month at the same time. That makes the base service nearly twice as expensive as it was on launch in 2016, when it cost $35.

Service prices are climbing to "reflect the cost to deliver content to our customers," AT&T said in a statement to Engadget. It's not clear if this reflects higher channel carriage rates, AT&T's infrastructure costs or a combination of both.

A price increase seemed likely regardless of those costs. The carrier is focused more on making AT&T TV Now profitable than on racking up subscribers, and it's been losing subscribers in recent months -- 168,000 just in the second quarter of this year. A rate increase theoretically makes up for that loss. As you might guess, though, this also risks alienating subscribers who balk at the new prices and don't care for AT&T's particular channel offerings. Rivals are raising prices as well, but the gap could be large enough now that viewers might be tempted to switch.

Engadget was owned by Verizon between June 2015 and September 2021. Engadget's parent company is now Yahoo Inc.

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