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.

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.

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:

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.