AT&T told customers today that the AT&T TV app is no longer available on Roku devices, effectively ending app support for virtual MVPD AT&T Now on the top OTT device ecosystem.
“Already have AT&T TV on your Roku device? You can keep using it as long as you don't delete the app. We're actively working on a new agreement with Roku and hope to resolve this soon,” the support page said.
AT&T TV supports AT&T Now, the vMVPD AT&T is quietly shoving aside to make room for the confusingly monikered AT&T TV, the live-streamed version of AT&T’s premium pay TV service.
AT&T TV is currently in beta and set to roll out nationwide in February, and the new service doesn’t have much need for living-room based OTT devices. Rather, AT&T TV requires a proprietary Android TV-powered set-top, rendering app-based viewing to iOS and Android mobile devices.
But this is certainly a major nail in the coffin for AT&T Now (formerly DirecTV Now), which was on the way to becoming the top virtual MVPD before AT&T suddenly stopped its aggressive loss-leader promotional support for the service in late 2018.
According to Strategy Analytics data released over the summer, Roku is the No. 1 OTT device ecosystem in the U.S., accounting for 15.2% of connected TVs.
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Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!