New pay television programming packages launched by DirecTV on its streaming service led to a modest increase in sales during the first three months of the year, according to new data released by Antenna this week.
More than 200,000 new subscribers signed up for DirecTV’s streaming service between January and March (Q1), Antenna said, leveraging opt-in data from financial organizations and other sources. The figure includes streamers who opted for DirecTV’s legacy packages and new genre-based options.
DirecTV introduced its first genre-based package, called MySports, in January. The bundle costs $70 per month and offers access to sports-inclusive broadcast and cable networks like ESPN, ESPN 2, Fox Sports 1 (FS1), Fox Sports 2 (FS2), NBA TV, NHL Network, MLB Network, NFL Network, Golf Channel, TBS, TNT, Tru TV and USA Network, along with local ABC, NBC and Fox stations in most areas.
The package also includes a handful of cable news channels — a holdover from some of DirecTV’s legacy agreements with programmers like Fox Corporation (Fox News), Warner Bros Discovery (CNN) and NBC Universal (MSNBC). Regional sports networks are available for a separate monthly fee.
In late February, DirecTV expanded on its genre-based offerings with the launch of MyEntertainment ($35 per month, includes over 40 channels), MyNews ($40 per month, includes more than 10 channels) and MiEspañol ($35 per month, includes over 60 channels). MyEntertainment includes access to the ad-supported tier of Disney Plus, Hulu and Max without any additional cost. MyNews is one of the few streaming options to include the C-SPAN multiplex.
March was the first full month of DirecTV’s new genre-based offerings, and accounted for 10 percent of all new subscriptions to DirecTV’s streaming platform, according to Antenna. By comparison, MySports accounted for 3 percent of sign-ups in January, Antenna’s data showed.
Still, the overwhelming majority of new purchases made to DirecTV’s streaming product were for “signature” packages, which resemble traditional cable TV bundles of local stations and national cable networks across news, sports and entertainment. The cheapest DirecTV signature package, called Entertainment, costs $95 per month plus taxes and fees.
The Antenna data didn’t reveal how many DirecTV-related purchases were new customers who switched from a competing product, or former subscribers who returned to watch a particular channel or event.
DirecTV consolidated its streaming and satellite-based platforms under a single brand name earlier this month. The company focuses most of its marketing efforts on its streaming service, while still allowing new customers to opt for a satellite dish if they prefer a more-traditional approach to pay TV.
