DirecTV subscribers take note. AT&T has announced today that it’s doing away with the branding. The DirecTV Now brand for this streaming service will be retired over the summer. It was first launched in December 2016. The company is now going to rebrand it to “AT&T TV Now.” AT&T has decided to make this change as it begins test pilots in select markets across the country of its new TV service called AT&T TV.
This may only cause confusion for users but in order to mitigate that, the company will make both AT&T TV and AT&T TV Now accessible via the same AT&T TV app on connected TVs and mobile devices.
As the rebranding is rolled out over the summer, existing DirecTV Now subscribers will see AT&T TV Now appear on their screen. The subscribers will also be required to re-accept the terms of service but they’ll log in using their same credentials.
The company is yet to provide any additional details about its new AT&T TV service. The new service will use a “thin client” internet set-top box, with AT&T CEO Randall Stephenson saying during a recent earnings call that this will cut customer acquisition costs by 50 percent as compared to the legacy DirecTV satellite service.