It was a good move by At&t/DirectvNow to do this free HBO offering for a year, as the first 3 months were rough. However, I think there is more to this than just loyalty. I think over the next 6-12 months there are going to be vast new offerings and packages from new entrants i.e. Apple, Hulu, and Google/Youtube TV. Loyalty will be out the window with no contracts, introductory pricing will help keep some but not all. UI/Interface/DVR and content will be drivers, all while who has the scale to keep the monthly costs the lowest.
Exciting times to see media business' having to innovate now to stay relevant. I enjoy the DirectvNow service for now, but I am looking down the road to more entrants and how truly untapped this TV area is currently. DirectvNow really does need to release their DVR option asap! My guess is that will come as more competitors enter or Sling and Vue expand their DVR features.