DirecTV to launch its rebranded streaming service this week

AT&T TV and AT&T TV Now will officially be rebranded and repackaged to DirecTV Stream, effective 26th August. “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.”

I's the first change of its kind for the brand since AT&T completed the spin-off of DirecTV as a standalone business with investment firm TPG earlier this month. The company intends for the newly branded service to "become the single brand for video streaming services previously launched by AT&T, excluding HBO Max” – though subscribers who receive HBO Max as a part of their subscription package will continue to do so. 

In February 2020, AT&T agreed to sell roughly a third of its stake in DirecTV to TPG Capital. The agreement valued the pay-TV unit at US$16.25 billion, representing a dramatic decrease from the US$68 billion AT&T spent for DirecTV when it acquired the business in 2015. The new brand was initially revealed during the DirecTV spin-off announcement, but specific release date was given. The aggregation-oriented platform will allow users to access streaming services like Netflix and Amazon Prime Video, along with first-party services.  Across its three DirecTV, AT&T TV, and U-verse video services, the company has 15.4 million video subscribers. 

On the new platform, customers can either use their own streaming device, or use DIRECTV’s exclusive streaming device. In addition to pausing abilities, the platform will also offer easy access to other streaming outlets and accessbility on up to 20 devices in the home. In terms of content, the service will continue the network's reputation of housing quality-enriched sports progamming, including the NBA and the NFL, among other games and genres.