If your TV streaming service is losing millions of customers something needs to change. AT&T has decided that for TV Now, increasing the price by 30 percent is the best thing to do.

As 9To5Mac reports, TV Now is currently offered in two packages. The cheapest is the Plus package which costs $50 and offers access to over 45 channels of content. The Max package increases the channel count to over 60 and offers more sports coverage. However, from next month both packages will suffer a price rise.

The Plus package will see the larger increase, with the new price being set 30 percent higher at $65. The Max package is increasing to $80, which is a 14 percent increase. AT&T is informing existing customers of the price hike via an email and there's no way around it apparently. You can either agree to pay the higher price or cancel the service.

TV Now used to be called DirecTV Now, but AT&T decided on a rebrand earlier this year. The biggest draw of the service is the ability to stream live TV on demand from any of the devices you own as well as gaining access to streaming services such as HBO. There's no annual contract, satellite, or cable connection required for it to work.

Subscribers now have to decide whether such convenient access to live TV and streamed content is still worth it for a 30 percent more every month. I suspect at least a small percentage will conclude it isn't and cancel AT&T Now. This is actually the second price hike for the service and so far AT&T has lost over 2.3 million subscribers over the past year. Surely another increase will just see that number escalate more quickly rather than stopping the rot?

AT&T acquired DirecTV in 2015 for $67 billion after announcing its intention to do so for $48.5 billion the year before. With AT&T in debt to the tune of $220 billion and streaming services requiring large investments in content, you have to wonder what the company's long term plan is for the TV Now service.