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AT&T's has a streaming choice problem that has the industry guessing about its long-term strategy

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Analysts say AT&T needs to simplify its message to compete in a fragmented TV ecosystem.

Now that AT&T has closed its Time Warner acquisition, it has a lot of streaming services to manage.

DirecTV also dropped A&E, AMC, Discovery, and Viacom programming from its bundles. People who want popular channels like Discovery Channel, the History Channel, or Animal Planet could switch to AT&T's WatchTV. But WatchTV isn't branded DirecTV and it's not pitched on DirecTV's site, so AT&T may be missing a chance to keep potential customers who are looking for those channels.

Read more: 'End us now': DirecTV employees fear its death as AT&T gets ready to build off its giant WarnerMedia dealBTIG analyst Rich Greenfield said he expects AT&T to ramp up its marketing of WatchTV, hopefully with a simplified message about its streaming offerings.

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