Say goodbye to DirecTV Now. AT&T’s live TV subscription streaming service has a new name: AT&T TV Now. (Adweek)
The change comes as the telco plans to launch test pilots in select markets of a new internet-streaming TV service, which is called AT&T TV. (Variety)
The rebrand comes as the company continues to see steep losses in pay-TV subscribers four years after it acquired DirecTV for $48.5 billion. In the second quarter, AT&T reported last week, DirecTV and U-verse cable systems lost 778,000 subscribers and DirecTV Now shed 168,000. (Deadline)
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While the streaming service is dropping the DirecTV brand, the satellite TV service will keep the DirecTV name, at least for the time being. (Are Technica)