More than five million U.S. households cut the pay-television cord in 2019 in search of cheaper and more flexible entertainment. Today, the company released its answer to that trend: AT&T TV, a Google assistant-equipped set-top box that streams live TV channels over the internet.
The Wall Street journal reports the service, which like DirecTV offers more than 100 channels through its basic package, is available nationwide for $49.99 a month. The company spent several months testing it in a few local markets.
“Consumers are going to go where they want to go and where they have choice they are going with something over the top,” said Jeff McElfresh, chief of AT&T’s communications division, which houses broadband, TV and wireless service.
The new box offers the company another advantage: It costs less to install. AT&T plans to ship new customers its AT&T TV hardware with self-install instructions, avoiding the need for expensive technician visits to homes.
Satellite TV has some of the highest subscriber acquisition costs—the combined expense of marketing to, signing up and installing gear for each new customer—in the telecom business. Dish Network said it spent about $800 for each new satellite customer it gained last year.
Engineers started working on the product more than a year ago, but the project suffered several delays. Executives say the service is better for it. The box now acts something like a Roku or Apple TV device, combining third-party services such as Netflix and YouTube with content offered through AT&T’s channels. Its remote control includes a voice-activated Google assistant.
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