AT&T is the first cable provider to drop ESPN 3D, citing a high price tag.

“We’re always listening to customers and working to make sure we’re delivering the channels they want, while keeping costs down,” AT&T said in a statement. “The price tag for ESPN 3D was too high, especially considering the low demand we’ve seen from customers. We’ve decided not to renew our agreement for ESPN 3D.”

Unlike DirecTV and Comcast that provided ESPN 3D for free, AT&T required their subscribers to pay an extra $10 a month. AT&T’s carriage agreement with ESPN 3D expired on July 31.

“We continue to add new channels and content that our customers want,” AT&T added. “We offer several 3D titles today in our U-verse Movies library, and we’ll look to deliver more 3D channels and content, at a reasonable cost, as more of our customers purchase 3DTVs and tell us they want it.”