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Dish Trying New Strategy to Drive Sling Uptake

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Dish slashed Sling price for new subscribers

Dish Network’s (DISH) Internet-based television service, Sling TV, has been a fountain of hope for the company. While Dish has been losing customers in its traditional satellite pay-TV platform, Sling has been expanding its subscriber base. Now Dish wants to stimulate that growth. The company is offering new Sling subscribers a 40% price discount for up to three months. The discount means that new customers would enjoy Sling for just $15 a month instead of the usual price of $25.

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Dish is trying to woo customers with Sling subscription discounts at a time when it is set to face more competition in the coming months. Walt Disney (DIS) and AT&T (T) are planning to launch new video services this year. AT&T already runs two video services called DirecTV Now and WatchTV, which compete with Dish’s Sling. Comcast (CMCSA) is also planning to enter the video streaming market with an ad-supported service as early as next year. Dish exited 2018 with more than 2.4 million Sling subscribers.

Netflix forges own path

Dish is not alone in trying to a wage price war to capture a bigger share of the video streaming market. Hulu, which counts Disney, Comcast, AT&T, and 21st Century Fox (FOX) as its shareholders, announced price cuts for its on-demand video service in January. But Netflix (NFLX), the industry leader, has sought to move in the opposite direction, announcing price hikes early this year. Netflix is also testing a higher pricing scheme in Italy, Bloomberg reported.

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