Today AT&T announced that AT&T TV NOW lost 219,000 subscribers in the fourth quarter of 2019. This is up from the 195,000 subscribers AT&T TV NOW lost in the third quarter of the year and the third consecutive quarter in which AT&T has lost subscribers on its live TV streaming service. AT&T TV NOW has lost 932,000 subscribers since the start of the fourth quarter of 2018. This puts AT&T TV NOW in in fifth place as popular live TV streaming service, which is down from second place at this time last year.

In total, AT&T lost 945,000 traditional pay-TV subscribers in the fourth quarter of 2019 when you count losses from DIRECTV and U-verse TV. This means AT&T is losing over 10,000 subscribers every single day. In 2019 AT&T lost around 17% of its TV subscribers when looking at all of its TV services.

Update: AT&T Reached out to Cord Cutters News today to clarify that its TV losses peaked in the 3rd quarter of 2019.

Recently AT&T warned that AT&T TV NOW’s subscriber numbers would continue to fall through 2019 with the goal of seeing numbers grow in 2020. Now AT&T is betting big on AT&T TV which launches nationwide next month and on HBO MAX which is launching later this year.

The drop in new subscribers is likely caused by several factors like increased competition from new live TV streaming services, AT&T TV NOW’s recent price hike, fewer deals on AT&T TV NOW, and a lack of promotion of AT&T TV NOW overall. You also likely have to point to some general confusion over the new name that may be a factor in the drop in subscriber numbers.

Other cord cutting services like Hulu and YouTube TV have seen strong growth. Hulu is reportedly now close to 3 million live TV subscribers and YouTube TV has close to 2 million subscribers. So as AT&T TV NOW loses subscribers its competitors see continued growth.

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