AT&T has announced today that it is rebranding its DirecTV Now streaming service ‘AT&T TV Now.’ The effort is seemingly part of AT&T’s work to streamline its online TV platforms and move everything into a single application.

AT&T confirmed the change in an email to DirecTV Now subscribers and on its press site. In the email, AT&T explained that in the coming weeks, DirecTV Now users will see their app change to AT&T TV Now.

In the coming weeks, your DIRECTV NOW app will change to AT&T TV, but will continue to deliver the same great streaming entertainment. As an existing customer, your service will carry on as usual without any interruptions.

The one annoyance for existing DirecTV Now subscribers is that if you’ve authenticated a cable app, such as ESPN, and are ever forced to re-authenticate, you’ll have to choose AT&T TV Now as your provider.

There will be no changes to any network apps you’ve signed into. However, if you’ve signed into any network apps like USA, E! or ESPN and decide to sign out, you will need to select AT&T TV as your TV provider the next time you log in.

AT&T TV Now will seemingly co-exist with AT&T TV, the company’s forthcoming streaming TV service that it will test in select markets over the next several months. It’s not yet clear how the two services will be different, though.

  • Live TV & 55,000 on-demand titles*
  • 500 hours of Cloud DVR storage
  • Access to 5,000+ apps like Netflix & Pandora
  • Voice remote with The Google Assistant
  • Unlimited home internet if you bundle AT&T TV and AT&T Internet

The rebranding of DirecTV Now to AT&T TV Now is an interesting move, but one that could help AT&T unify its streaming TV efforts under its own brand. Ideally, consolidating the streaming TV platforms into the AT&T TV app should also provide a more polished experience overall, as opposed to maintaining multiple applications.

Here’s AT&T’s full announcement:

In select markets this summer, we will pilot an all-new connected TV experience with no satellite needed – AT&T TV.

As we roll out this new experience later this summer, current DIRECTV NOW customers will also see a new name—AT&T TV NOW—appear on their screen.

Our DIRECTV NOW subscribers will simply need to re-accept the terms of service and their streaming will continue as usual without interruption.

Both the AT&T TV and AT&T TV NOW experiences will be accessed through the same AT&T TV app either on mobile or the big screen. Customer login credentials will determine what content appears.

In the coming weeks, the AT&T TV app will be available for download across various app stores, and current DIRECTV NOW customers will see this update automatically on their devices.

We’ll share more details on this rollout when it begins.

FTC: We use income earning auto affiliate links. More.


Subscribe to 9to5Mac on YouTube for more Apple news:

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

About the Author

Chance Miller

Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac.

Tips, questions, typos to