Netflix Testing New, Pricier ‘Ultra’ Subscription Tier

Netflix TV

As more advanced televisions capable of displaying HDR content hit the market, Netflix is hoping to keep up with the increasing demand by offering streamable content at these ultra-high definitions.

Should the Ultra plan become a reality and Netflix adopts changes in the lower-priced Premium and Standard plans, some USA homes with multiple TVs and other screens might be faced with choosing a higher-priced plan and paying $3 to $6 more per month. The new plan would cost roughly $16.99 per month and it's now being tested in two different versions.

According to reports, the new tier may focus on the amount of screens users have access to and new HDR (high dynamic range) features. It is said that the company would be allowing 4K platform allowing the customers to stream 4 screens at the same point of time and also the company promises to offer better HD quality in comparison to the existing premium plan quality. Depending on how the trial performs with this initial group, Netflix may or may not decide to roll out this plan to a wider group of customers.

Some reports indicate that a fourth tier, "ultra" would offer premium HDR streaming (although, its current premium package does already offer something called "ultraHD").

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The new plans are being tested in Europe.

Netflix spokesperson Smita Saran weighed in: "We continuously test new things at Netflix and these tests typically vary in length of time". In 2013, the company first introduced a four-screen option as a more expensive alternative to their existing two-screen plans.

This came after Italian tech blog Tutto Android reported that some Italian users were seeing a new subscription tier added to Netflix alongside its basic, standard, and premium plans.

Wall Street analysts have said Netflix has some wiggle room for higher prices. Two years ago, Netflix saw a growth slowdown when it raised the Standard plan price by $2 for new members, while current subscribers got the increase over several months in 2016.

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