Today, DIRECTV announced the end of DIRECTV STREAM as a standalone brand. DIRECTV announced that it will fully transition its streaming services to DIRECTV.com, starting today. The update, designed to streamline consumer choice under a single DIRECTV banner, promises greater flexibility, control, and tailored entertainment options without annual contracts or hidden fees. The shift marks a significant pivot for the company, retiring the DIRECTV STREAM name and consolidating its satellite-free streaming offerings to better compete in a crowded market dominated by platforms like Netflix, Hulu, and free ad-supported services.
The History of DIRECTV STREAM
DIRECTV STREAM’s history goes back to DIRECTV NOW that first launched in November 2016 as AT&T’s ambitious entry into the over-the-top (OTT) streaming market, aiming to capture cord-cutters seeking live TV without cable or satellite dishes. Priced initially at $35 per month, it offered 60+ channels, leveraging AT&T’s ownership of DIRECTV to deliver a robust lineup, including ABC, ESPN, and HBO, with cloud DVR and on-demand content. Marketed as a flexible alternative to traditional pay-TV, it competed with Sling TV and PlayStation Vue, capitalizing on AT&T’s wireless bundles to attract subscribers. Despite early growth—peaking at 1.86 million subscribers by 2018—the service faced challenges, including technical glitches, limited channel packages compared to cable, and price hikes that eroded its affordability, reaching $70 for base plans by 2019. AT&T’s acquisition of Warner Media in 2018 further complicated its strategy, as focus shifted to HBO Max, leading to subscriber losses amid rising competition from YouTube TV and Hulu + Live TV.
, then as DIRECTV STREAM in August 2021, reflecting a spin-off of DIRECTV to a joint venture with TPG Capital. The rebranding aimed to align the streaming service with DIRECTV’s satellite brand while emphasizing no-contract, satellite-free plans ranging from $69.99 to $149.99, with 65+ to 140+ channels. DIRECTV STREAM introduced features like unlimited cloud DVR, support for devices like Roku and Fire TV, and regional sports networks, but struggled to differentiate in a crowded market. By 2023, subscriber numbers dwindled to under 1 million, hit by price increases and the rise of free ad-supported platforms like Tubi.
On April 13, 2025, DIRECTV announced the end of DIRECTV STREAM as a distinct brand, migrating all streaming to DIRECTV.com with recently added offerings like MyFree DIRECTV and Genre Packs, signaling a pivot to unify its identity and compete with both premium and free streaming services in a cord-cutting era.
The New Era of DIRECTV’s Streaming Packages
The migration to DIRECTV.com introduces a revamped approach to streaming, allowing consumers to customize their entertainment experience with unprecedented ease. DIRECTV is rolling out three primary streaming tiers, each crafted to evolve with viewers’ preferences and available month-to-month. The first, MyFree DIRECTV, offers 100+ free ad-supported (FAST) channels at no cost, catering to budget-conscious viewers seeking live TV without a subscription. For those wanting more curated content, Genre Packs start at $34.99 per month and include four options—sports, entertainment, news, and Spanish-language programming—each supplemented by the MyFree DIRECTV lineup. Consumers can enhance these with up to three Mini-Packs tailored to their base pack, and select plans bundle streaming services like Disney+, Hulu Basic, ESPN+, and Max Basic with Ads at no extra charge. For a broader experience, Signature Packages deliver 90+ premium channels starting at $84.99 monthly, appealing to viewers who prefer a comprehensive cable-like bundle.
To access this content, DIRECTV offers two streaming options. The DIRECTV Gemini Air, a compact streaming device, integrates live TV and third-party apps like Netflix and Hulu into a single interface, leveraging universal search to simplify content discovery. Alternatively, the DIRECTV Streaming App supports viewing on connected TVs, streaming devices like Roku or Fire TV, and mobile devices, aligning with the 60% of U.S. TV viewing that occurs via internet-connected TVs, according to Deloitte’s 2025 Digital Media Trends report. Both options ensure quick setup, with the app enabling users to start watching in minutes.
Consolidating to Cut Down on Confusion
The transition spells the end for DIRECTV STREAM’s distinct identity, which launched in 2020 as a rebrand of AT&T TV Now to compete with live TV streaming services like YouTube TV. Facing subscriber churn—DIRECTV lost 1.8 million streaming and satellite customers from 2020 to 2023—the company is betting on a unified brand to reclaim market share. By merging all streaming under DIRECTV.com, it aims to eliminate confusion between its satellite and internet-based offerings while emphasizing flexibility. Features like user profiles with Your TV recommendations, Sports Mode, live scores, and game-time notifications enhance personalization, drawing on viewing habits to suggest content across live, on-demand, and streaming platforms.
As cord-cutting accelerates, with 59.6 million U.S. households abandoning pay TV, DIRECTV’s pivot underscores its push to stay relevant. The emphasis on affordable, customizable streaming options positions it against FAST rivals like Tubi and Pluto TV, while Gemini Air and the app compete with Roku and Fire TV for user-friendly access. With the April 13 rollout, DIRECTV STREAM’s chapter closes, but the company hopes its unified vision will open a new era of growth, delivering choice and value to a streaming-savvy audience.
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