BLUF: If you do not like the price increases with DirecTV Now plans, call them and complain, you might be offered a good deal to keep you as a customer. Long story: I am paying for a DirecTV Now since last summer when I signed up for the free ATV4K deal. I originally signed up for the service to assist my parents when they cut the cord. While I pay for the service, I never actually use it, just my parents do. The "Live a Little" plan was $35 until Oct 2018 when it was increased to $40. Now with the recent price increase (another $10), I planned on switching my parents to Sling unless I was able to keep my rate with DirecTV Now. I had trouble finding an actually phone number for customer support for DirecTV Now, but I did find a live chat for customer service. I told them the situation, let them know that I planned on switching unless I could get my plan lowered, and the rep offered me a $10 a month discount for three months. I thanked the rep, but told them that I would still switch to Sling before the 3 month period because of the increase, and they offered to make the discount permanent. I accepted. If anyone is getting an increase, it might be worth contacting them to try to reduce your sub price.