Netflix Testing 'Ultra' Tier With Higher Price, May Hurt Premium Users


Netflix might be on the verge of launching its most expensive plan ever

In one of the tests, the new Ultra tier would differ from the Premium tier by offering access on up to four screens, and downgrading the Premium tier to just two screens. They will still get Ultra HD resolutions where applicable, but supporting shows and films won't display the better contrast and colour range on offer with HDR. The Ultra tier is being tested at €16.99 in Europe, which equates to £14.99 in the UK.

An Italian blog Tutto Android first spotted the plan.

Netflix is considering introducing a new and more expensive ‘Ultra plan that would be required to stream content in HDR video quality, according to CNET.

The trial version of the Ultra tier also offers access for up to four devices at once, and in some regions that has pushed Premium down to just two.

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In some cases, the new addition has resulted in the number of simultaneous streams on the Premium plan being halved from 4 to 2. That may sound exciting, but there's a downside: other plans might be losing screens, making this new pricing structure a sort of price hike in disguise.

It may sound unusual to be ”testing” a price increase but Netflix often tests new features or changes with its users to evaluate the effects.

Netflix's current plans go for €7.99, €10.99, and €13.99 respectively. Pricing and feature details could change - hopefully for the better.

"But if you do that, you can get people to pay a little bit more because then we're able to invest more and further improve". If so, this is also a subtle price hike, considering subscribers will be paying the same price for less features. Should Premium users want to increase this back up to four, they'll have to opt for the more expensive Ultra tier, which has all of Premium's other benefits including 4K playback. The trouble is that HDR is already part of the 4K package as things stand, so this is more about taking features off premium subscribers, rather than providing new features for videophiles.

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