Following DirecTV being spun off as an independent company, it is rebranding the streaming services it inherited from AT&T.
AT&T, in cooperation with TPG Capital, spun off DirecTV in early August following years of losses and shrinking subscriber base. The new DirecTV is determined to regain its standing in the TV market.
“This is a watershed moment for DIRECTV as we return to a singular focus on providing a stellar video experience,” said Bill Morrow, CEO, DIRECTV. “Building on our recent momentum, we are well-positioned to bring unparalleled choice and value to all of our customers under one iconic brand, whether they beam it or stream it.”
As part of the deal, DirecTV inherited AT&T TV and the obsolete AT&T TV Now. The company is rebranding all its streaming efforts — minus HBO Max, which AT&T retained — under the DirecTV Stream name.
For those who stream it, the newly branded DIRECTV STREAM will become the single brand for video streaming services previously launched by AT&T, excluding HBO Max. The transition will happen later this month, and service will continue to be available with no term commitment or hidden fees. To enjoy the best of live TV and on-demand, customers can either bring their own streaming device, or use DIRECTV’s exclusive streaming device.² Those with DIRECTV’s streaming device can build a complete, integrated and customized entertainment experience with the ability to watch and pause live TV on up to 20 devices in their home. It also allows consumers to get all their favorite entertainment in one place with easy access to apps like HBO Max, Netflix, Prime Video and more.
It will be interesting to see if DirecTV can regain ground it lost under AT&T.