Overview

• Prospective subscribers in test markets encounter a notice that satellite service is "not currently available" and are prompted to sign up via DirecTV’s streaming app
• DirecTV declined to disclose which markets are involved, though reports suggest the focus is on urban areas with strong broadband while rural regions may still receive satellite options
• The experiment coincides with the recent launches of the ad-supported FAST platform MyFree DirecTV and the subscription-based MySports channel package
• Industry observers note DirecTV’s total subscribers have declined to about 11 million from over 25 million in 2015 amid a broader U.S. shift toward cord-cutting
• Early customer feedback gathered on Reddit and internal analysis will inform whether the satellite-free model expands beyond the initial test