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Published on March 19th, 2019 | by Brad Gibson


DirecTV Now playing games with subscribers mad over price jump, asking them to come back

BESTAppleTV readers who abandoned DirecTV Now after its recent price jump of $10 a month have started receiving emails from the service trying to entice them to come back for a one-time, $30 discount.

The catch in the offer is consumers must stay with the service for a minimum of three months.

Two readers, who asked not to be identified, received emails beginning Sunday simply saying “we want you back” and offering a flat $30 discount to return to the service. One reader spoke with customer support through the services online chat support and was offered the same deal.

A service representative confirmed to the reader that he would not be able to return to his previous channel package after DirecTV Now re-organized its offerings and would have to choose between DirecTV Now Plus with 40-plus channels for $50 a month or DirecTV Now Max with 50-plus channels for $70 per month.

Subscribers before the price increase on March 13 were ‘grandfathered’ to their channel package at $10 more a month, sources have confirmed. This price hike on current subscribers goes into effect April 12.

This means that DirecTV Now’s basic ‘Live a Little’ tier will rise from $40 a month to $50, ‘Just Right’ will increase from $55 a month to $65, ‘Go Big’ will increase from $65 to $75, and ‘Gotta Have It’ will jump from $75 a month to $85. The Spanish language Todo y Más package will also increase from $45 a month to $55. There will be no changes to channels in these soon-to-be grandfathered plans.

The recent DirecTV Now price increase by its parent company, AT&T, has been meant with strong consternation as indications arise that streaming services are starting to up their rates equal to those of cable and satellite providers.

BESTAppleTV reporter Kirk Hiner recently wrote that the price increase defeats the purpose of ‘cord cutting’, saying “streaming service you go with should always come down to the proper balance of price, channels of interest, and reliability of service. If DirecTV Now’s changes have upset that balance with you as they have with me, it’s time exercise that newfound cord-cutting freedom and just move on.”

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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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