After several months of teasers AT&T finally launched its standalone DirecTV Now streaming service late last month, kicking things off with a limited-time offer to get the Go Big package of over 100 channels for $35 per month instead of the regular $60 rate. The company said that early adopters can retain the rate as long as they keep the plan, but it didn't say how long the promotion would last, until now.

According to an announcement made by AT&T today, the $35 promo goes away on January 9, 2017 at 1:59 PM Central time. A $35-per-month package will still be around after that, but it'll only get you around 60 channels instead of 100. There's also a $50 plan with 80 channels and a $70 plan with 120 channels.

The company left the door open to "reasonable programming price increases" in the future to account for the costs of signing deals with providers, and there's always the chance that the channel lineup changes down the line without notice. That said, DirecTV Now is a good deal at the current promotional price point. Now that there's an official cutoff date it will be interesting to see how this affects new signups.

DirecTV Now is supported on a number of devices including Amazon Fire TV and Fire TV Stick, Android mobile devices, iOS mobile devices and Apple TV, Chromecast, Google Cast-enabled LeEco TVs, Vizio SmartCast Displays and via Internet Explorer, Chrome and Safari web browsers.

You can find the full channel lineup for each of the subscription tiers here.