For years now the dream of cord cutting has been the idea that it would trigger a price war. Similar to how a growing number of wireless carriers are driving unlimited data plans and family bundles, many had hoped live TV streaming services would do the same.

Now it is starting to look like the dream of a price war is finally getting started. Philo was the first one to jump in at just $16 a month. Sling TV has been heavily pushing how they start at just $20 a month.

This week AT&T announced that they plan to launch at $15 a month sports-free version of DIRECTV NOW. The service will offer a sports-free lineup of channels and be free for AT&T wireless customers. Add in Discovery looking to offer a bundle of Discovery and Scripps networks for just $6 a month, and we have the start of a price war.

The question now is how will other services like PlayStation Vue, YouTube TV, and Hulu respond to these new less expensive plans.

Remember that just because we have a price war starting does not mean tomorrow morning we will wake up to the dream cord cutting package. What it does mean is slowly we are getting better and better packages.

Long gone are the days where cable TV could dictate packages and pricing. Now with options growing their control over the market is shrinking by they day.

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