AT&T announced today that its over-the-top (OTT) streaming service DIRECTV NOW has officially surpassed 1 million subscribers.

The company made the announcement in celebration of the streaming services’ 1-year anniversary. According to AT&T Entertainment Group President David Christopher, “This milestone is an incredible testament to the thousands of hours many people spent working to bring this product online and continually improving it during the past year.”

The press release also highlighted new features AT&T plans to bring to the platform in the coming year. In the near future, DIRECTV NOW subscribers can expect to see cloud DVR, 4K Ultra High Definition (UHD) streams, more than 35,000 on-demand videos, and individual profiles supporting multiple users.

AT&T Charts Its First Year Growth for DIRECTV NOW

On its website, the company charted its growth to 1 million subscribers, highlighting different milestones along the way. After launching on November 30th last year, the company had signed up 250,000 subscribers by December 31st. The rapid growth was aided by offering the service through Amazon Fire TV and Apple TV set-top devices.

In February of this year, AT&T began giving large discounts on DIRECTV NOW service to AT&T Unlimited customers. Roku support was added a few months later in May. Combined with more attention through advertising, AT&T hit 500,000 subscribers by August of this year.

AT&T continues to expand its DIRECTV NOW service across the country. The company stated that 80% of U.S. households can now get access to the streaming service.