AT&T loses nearly 1 million TV customers after raising DirecTV prices

Enlarge (credit: Getty Images | Aurich)

AT&T lost 946,000 TV subscribers in Q2 2019, a loss that the company attributed to price increases, competition, and other factors.

AT&T reported a net loss of 778,000 subscribers in the “Premium TV” category, which includes its DirecTV satellite and U-verse wireline TV services. AT&T attributed this loss to “an increase in customers rolling off promotional discounts, competition, and lower gross adds due to a focus on the long-term value customer base.”

AT&T also lost 168,000 subscribers of DirecTV Now, an online service with linear channels that’s similar to traditional satellite and cable TV. AT&T said the DirecTV Now customer loss was “due to higher prices and less promotional activity,” meaning that customers have balked at price increases and a refusal to extend discounts.