Heads up, DirecTV Now customers: Your monthly rate is about to go up.
AT&T has announced that it's increasing the price of its DirecTV Now plans by $5 each. The change will go into effect starting July 26th for new customers, while the date of the price hike will vary for existing subscibers based on their billing date.
Here's what DirecTV Now's plan pricing will look like after the price increase:
As for why it's DirecTV Now pricing is going up, AT&T points to the pricing of its competition. "To continue delivering the best possible streaming experience for both new and existing customers, we're bringing the cost of this service in line with the market — which starts at a $40 price point," the company told CordCutters.
We've seen both Sling TV and YouTube TV increase their prices by $5 per month recently, too. With this DirecTV Now price hike, the major streaming TV options all have similar plan with pricing at $40. So while this news of a DirecTV Now price increase is kind of a bummer to hear, it's also not too surprising.