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

04 Juillet, 2018, 14:22 | Auteur: Auguste Feret
  • Netflix Testing 'Ultra' Tier With Higher Price, May Hurt Premium Users

Netflix is supposedly thinking about adding a fourth plan that will include access to HDR content in addition to everything now available in the Premium plan. As per latest reports, the key highlights of the Ultra plan is that it supports HDR video and HD audio, and four screens can use the subscription simultaneously.

Netflix now has three subscription plans: $7.99 Basic, $10.99 Standard and $13.99 Premium. Currently, the company offers three different tiers, starting at $7.99 per month and maxing out at $13.99. The plans determine the quality of the streams, the number of screens customers can watch Netflix on at the same time, and to how many devices they may download movies and shows to.

Similarly, the Standard subscription might be downgraded to just one display. This time, the company is testing price electivity. The addition of the Ultra tier, if it turns out to rollout to everyone, would effectively be a price hike of around $6 for Premium users.

What would convince you to pay €19.99 for Netflix?

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

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It's Premium subscribers who look to be hit hardest, who will not only see their maximum simultaneous streams drop from 4 to 2, but will lose out on the ability to view content in HDR entirely.

"We continuously test new things at Netflix and these tests typically vary in length of time", Smita Saran, a Netflix spokeswoman, said in an email.

Whenever Netflix raises the price of its subscription plans - and this happens every few years - we keep hearing about disgruntled users ready to leave the service because of the price increase.

Netflix confirmed to CNET it was testing the new tier, stating it is looking at different price points and features to understand how consumers value the service.

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