Thursday, 19 July, 2018

Netflix is testing a new Ultra tier that could hurt current users

Netflix Netflix might be on the verge of launching its most expensive plan ever
Ella Tate | 05 July, 2018, 06:43

Per a report from Polygon, the company is now testing out a new "Ultra" subscription tier for its users. Known as the "Ultra" plan, it offers 4K Ultra High Definition resolution and supports High Dynamic Range settings as well. Depending on the browser used, the Ultra plan was priced at both €16.99 and €19.99 when the website was accessed in the country.

The news first came from Italian tech blog Tutto Android. The move also affects the standard plan, where multiple simultaneous streams are eliminated completely-streaming will be possible on only one device at a time. And those on the Standard tier found their access limited to just the one device at a time, down from two.

If you followed the news out of CES closely this year, you probably heard the word HDR tossed around a lot.

Kawhi Leonard committed to playing for Lakers after LeBron signing
James dearly missed Irving's shot-making and firepower in the 2018 Finals, as Cleveland's point guard corps was an utter mess. The three-time National Basketball Association champion and best player in the world has not been a free agent in four years.

Netflix runs a test in Europe right now that lists a fourth subscription plan called Ultra to some customers when they open the plan selection screen on the site.

Standard is now €10.99 and Base €7.99. Pricing and feature details could change - hopefully for the better. However, others in Italy who received information about the new Ultra tier say that the Premium service will continue to allow four screens to stream Netflix at the same time. 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. The more widespread changes seem to be a more likely scenario to differentiate the new Ultra subscription. "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix".

The pricing tests have since been confirmed by Netflix to CNET, with CordCutting.com also noting that the test appears to be being rolled out across the continent with nations including Germany being trialled.

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