Netflix Testing New 'Ultra' Plan Subscription With Higher Price In Europe

Posted July 05, 2018

In a statement given to CNET, a Netflix spokesperson said that they "continuously test new things at Netflix and these tests typically vary in length of time".

Netflix is reportedly planning to introduce a new tier of service called "Ultra".

Ultra would be priced at €16.99 in Italy. Netflix is indeed testing this particular plan, which is the company's most expensive subscription yet.

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As per a report in Tutto Android, Netflix is planning to release the new Ultra tier priced at Euro 16.99 (roughly Rs. 1,400).

Users on the premium tier would see their streams halve from four to two and lose access to HDR, but keep 4K viewing.

A basic account gets you standard definition and just the one screen at a time, while the standard £7.99 package gives you HD and doubles the screens.

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While this makes things look disappointing, it should be noted that this is simply a test and Netflix says it's trying to "better understand how customers value Netflix".

Netflix is testing its highest-ever pricing tier, with a new Ultra service tailored for households seeking top quality streaming experiences on the highest number of screens. Nearly 6.4m new worldwide subscribers were added in the final quarter of a year ago, along with more than 1.9m users from the US. Notably, the Standard tier would also get to one stream from two. The company is now testing it with select European customers.

Netflix increased prices last October, when its Standard and Premium plans were hiked $1 and $2, respectively. If Netflix applies the new Ultra plan, Premium subscribers might be forced to upgrade if they want to continue having a maximum of 4 simultaneous streams. The main difference between Premium and Ultra, according to Variety, is the availability of HDR, also known as high dynamic range, which "provides more vibrant color reproduction and higher contrast".

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