DIRECTV Plugs Streaming Gap with Native LG TV App

DIRECTV has launched its native streaming app on modern LG Smart TVs, plugging a major hole in its device lineup as it races to compete in the crowded streaming market. The move gives owners of newer LG sets access to DIRECTV's full suite of content without needing a separate streaming box.

• From premium to free: The app brings the company's entire streaming lineup to the platform, from its top-tier 'Signature' packages and cheaper 'Genre Packs' to its free ad-supported service, 'MyFree DIRECTV.'

• Leveling the playing field: The launch finally puts DIRECTV on a key platform where rivals like Roku, Amazon Fire TV, and Apple TV have long been established. In a statement, DIRECTV's Head of Product, Vikash Sharma, said the goal is to make the service available on devices consumers already use, while LG's Matthew Durgin noted it enhances the smart TV experience without needing a set-top box.

While the app adds convenience, it doesn't change the high barrier to entry. DIRECTV's top-tier Signature plans, which bundle in Disney Plus and ESPN Unlimited, still start at a steep $95 per month, a price that remains a significant hurdle for attracting new subscribers from cheaper competitors. This isn't DIRECTV's first foray onto LG's platform; an earlier, now-deprecated "DIRECTV Ready" app existed for models as old as 2014, showing the long history behind the push for set-top-box-free viewing.