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DirecTV Cuts Price Of NFL Sunday Ticket In Effort To Increase Subscribers

DirecTV Cuts Price Of NFL Sunday Ticket In Effort To Increase Subscribers

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DirecTV is offering its NFL Sunday Ticket out-of-market TV package this season for $199.95, more than 40% less than last year’s price. The package includes all regular-season out-of-market games, the Game Mix channel and the Player Tracker feature (DirecTV). While the Sunday Ticket price cut will reduce DirecTV's average revenue per subscriber, several Wall Street analysts said that the move "could actually benefit DirecTV's financials if it signs up new users." Overall list prices "are coming down to $200-300 per season from $335-385." DirecTV VP/Marketing Alex Kaplan said, "We want to make sure it is accessible and affordable to as many of our customers as possible, so we made the decision to dramatically lower the price." The HOLLYWOOD REPORTER's Georg Szalai reports DirecTV also "could increase the renewal rate on a free promotional offer of Sunday Ticket last season and get more subscribers to add the football package." Evercore Partners analyst Bryan Kraft estimated DirecTV "only needs to gain an incremental 212,000 paying Sunday Ticket subscribers to offset the average revenue per reduction" (HOLLWOODREPORTER.com, 4/20). BLOOMBERG NEWS' Alex Sherman noted DirecTV will "again give Sunday Ticket at no extra charge to new subscribers for the season, although mobile access will cost new customers $100." Between 2-3 million DirecTV customers subscribed to Sunday Ticket last year (BLOOMBERG NEWS, 4/19).