DirecTV, like many other cable companies nationwide, has navigated increased customer losses over the past decade as streaming platforms continue to multiply and offer competitive digital entertainment packages. 

Especially amid economic pressures and rising cable bills, many consumers have opted for streaming platforms over traditional cable services, which are often more affordable, in an effort to save money. 

How many Americans still watch cable TV:

  • Approximately 30% of Americans watch TV through traditional cable or satellite services.
  • Specifically, 40% of Baby Boomers use traditional cable or satellite TV services, compared to the 21% of Gen Z consumers.
  • Also, 95% of cord-cutters are satisfied with their decision to transition away from traditional TV services, while only 5% regret it. 
  • The average person pays $48 per month for roughly three popular streaming services, while the average amount people pay for cable TV is $83.
    Source: All About Cookies

“Rising cable costs and the thousands of options for shows and movies on various streaming services have been key factors in the popularity of cord-cutting,” wrote Josh Kobert, data journalist at All About Cookies, in the survey.

“As long as streaming subscriptions are more affordable than cable for the average household, it makes sense to move away from cable,” he added.

Amid this growing trend, a recent report from MoffettNathanson, which was shared with TheStreet, found that cable and satellite TV companies lost a total of 988,000 TV customers during the third quarter of 2025. Specifically, DirecTV lost about 288,000 cable customers during that period.

As DirecTV sees its cable subscriber numbers drop, it has cut back its satellite TV service by removing it from certain areas in the U.S., shifting its focus to developing its streaming business.

Last month, DirecTV even introduced a limited-time promotion promising new customers savings of up to $480 during the first 24 months after they sign up for select streaming packages.

DirecTV has reportedly lost almost 300,000 cable customers during the third quarter of 2025.

Shutterstock

DirecTV customers will soon have to cough up more money

Despite this change in strategy, DirecTV has once again decided to raise its prices for several cable TV packages, a move that has frustrated customers.

The latest price hike specifically targets customers on legacy TV plans. Starting Feb. 5, the monthly price for DirecTV’s grandfathered Go Big plan will increase by $10. 

Also, its Choice plan is set to spike by $9, while its Entertainment and Ultimate plans will climb by $9 to $10, depending on regional variations and bundled services.

The move from DirecTV follows the company’s price increases for its satellite TV and streaming services on Oct. 5, with price hikes ranging from $1 to $11. The latest price increases affect satellite TV customers who weren’t impacted by the previous ones in October. 

Related: Verizon cracks down on internet customers violating key rule

Some DirecTV customers took to social media platform Reddit to express frustration with the latest price hikes, with some claiming that the change is encouraging them to cancel their service. 

“$9 for me on choice. Cancelled and went back to YTTV (YouTube TV). Was already thinking about it because the DTV (DirecTV) app has been running like a*s on AppleTV for a few months now, this just gave me the motivation,” wrote one DirecTV customer.

“Looks like yet another ‘subscription’ is going out the door,” wrote another.

More Telecom News:

  • T-Mobile announces free offer for Verizon and AT&T customers
  • ​​Verizon CEO sounds alarm on why customers are leaving in droves
  • Spectrum raises red flag on cause of fleeing customer problem

“Day 1 customer here. It’s crazy they’ve more than tripled the price since then. I’m splitting my subscription between family members so I’m not paying for all of it, but I only get one stream. I’m getting very close to ditching this altogether,” threatened another customer.

It is no surprise that DirecTV is once again raising prices; higher retransmission and programming fees, which are fees local broadcast stations and national cable networks charge cable and satellite TV companies, went into effect on Jan. 1. 

DirecTV is playing with fire with latest price increases

DirecTV’s latest price adjustment is a risky move, especially since its satellite TV service currently falls behind some of its top competitors in terms of consumer satisfaction, according to a recent study from J.D. Power.

U.S. consumer satisfaction rates for cable, satellite TV providers:

  • The average U.S. consumer satisfaction score for cable/satellite TV providers is 531 (on a 1,000-point scale).
  • Verizon Fios ranks the highest with a satisfaction score of 577. 
  • Spectrum takes second place with a 536 score. 
  • Xfinity falls behind Spectrum with a satisfaction score of 533.
  • Cox Communications and Dish have scores of 527 and 523, respectively. 
  • DirecTV takes sixth place with a 515 satisfaction score.
    Source: J.D. Power 

“DirecTV losing nearly 300,000 subscribers in Q3 (the third quarter of 2025) and then hiking satellite prices is a bold but risky move,” said RTMNexus CEO Dominick Miserandino in a statement to TheStreet. “They’re trying to cover rising costs and nudge people toward streaming, which makes sense strategically, but every extra dollar on a declining service risks pushing more customers out the door.”

“The old pay-TV model is shrinking quite fast, and this move alone won’t stop that trend,” he continued. “If their streaming packages deliver real value, it could be a smart pivot; if not, it’s just a short-term bandaid on a long-term problem.”

Related: AT&T to launch new service for customers as it takes on T-Mobile