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AT&T kills off the failed TV service formerly known as DirecTV Now

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A large AT&T logo seen on the outside of its corporate offices.

Enlarge / AT&T corporate offices on November 10, 2020, in El Segundo, California. (credit: Getty Images | AaronP/Bauer-Griffin)

AT&T is killing off the online-video service formerly known as DirecTV Now and introducing a no-contract option for the newer online service that replaced it.

AT&T unveiled DirecTV Now late in 2016, the year after AT&T bought the DirecTV satellite company. Prices originally started at $35 a month for the live-TV online service, and it had signed up 1.86 million subscribers by Q3 2018. But customers quickly fled as AT&T repeatedly raised prices and cut down on the use of promotional deals, leaving the service with just 683,000 subscribers at the end of Q3 2020.

In 2019, AT&T changed the name from DirecTV Now to AT&T TV Now, creating confusion among customers and its own employees because the company simultaneously unveiled another online streaming service called AT&T TV.

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