DirecTV Now Streaming Service Reaches 1 Million Subscriber Mark

John Stankey - H 2016
Stuart Franklin/Getty Images

Telecom giant A&T unveiled the news early Tuesday.

Telecom giant AT&T said Tuesday that its DirecTV Now streaming service has reached the 1 million subscriber mark about a year after launching at the end of last November.

In a news posting on its website titled "DirecTV Now 1 Million and Counting," it said: "One year ago this week we set out to bring you the best live TV streaming experience available, rounding out our overall video offering, and it’s been an amazing journey."

The news came after AT&T CFO John Stephens had said last month that it had reached more than 900,000 users.  "About half of these subscribers are cord-cutters or cord-nevers, with about 10 percent of those coming from AT&T’s DirecTV and U-verse services," the company explained at the time. "The other half have migrated from other traditional TV providers."

AT&T and its satellite TV arm DirecTV at the end of November 2016 unveiled the pricing and bundling details of the much-anticipated streaming video service, with the company saying it was hoping to appeal to Americans as their TV viewing behavior continues to evolve. Reese Witherspoon, whose production company partnered with the service, appeared at the launch event in Manhattan, N.Y., with John Stankey, CEO of AT&T Entertainment Group.

The service, for which monthly fees range from $35 to $70 for as many as 120-plus live-streamed TV networks, has been using such taglines as "Let Freedom Stream" and "The Future Is Now." Before the launch, all major entertainment companies except for CBS Corp. had unveiled deals to be included in DirecTV Now. CBS in August unveiled an agreement that will see the service carry its CBS and Showtime, as well as The CW, Pop and CBS Sports Network.

DirecTV Now signed up around 250,000 customers before the end of 206, but also had some technological glitches early on, which led the company to address the issues and temporarily pull back on its marketing. Some analysts have predicted it would end 2017 with more than 1 million subscribers.

The service offers such packages as Live a Little for $35 per month with 60-plus channels, Just Right for $50 a month for 80-plus channels, Go Big for $60 for 100-plus channels and Gotta Have It for $70 per month for 120-plus channels. During an introductory period, users could sign up for 100-plus channels for $35 a month.  

DirecTV Now has expanded the number of live local channels it offers and has signaled it would continue to update its programming and service offerings.
"The new year is around the corner and we’re bringing our stream-ers even more exciting features next year," the company said in its Tuesday update. "A DVR in the cloud to record your shows and access virtually anywhere;
4K Ultra High Definition (UHD) quality video; capacity for more than 35,000 titles on demand; individual profiles; adding an additional concurrent stream; more…surprises! 2018 is going to be epic."