Netflix tests a new "ultra" tier across Europe, but there’s a catch
Jul 05, 2018, 01:28
That's because it removes high dynamic range support from Premium and charges more per month for HDR and Dolby Vision video under a new Ultra tier.
Wallets at the ready - Netflix could be about to introduce a new more expensively priced subscription tier that offers the best of the streaming service's features, but at the expense of those already paying top dollar. Netflix is indeed testing this particular plan, which is the company's most expensive subscription yet. Further, the Ultra tier will now offer the four streams but at a higher price.
Netflix is yet to announce the new feature officially, so drop your pitchforks for the time being.
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. Sadly, both of those imply downgrading other levels of the service while making the new Ultra tier similar to what's now offered by the $13.99 Premium offering. A company spokesperson was quoted as saying, "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix". That's €3 more than what's being offered to some Italian users.
The trial, first revealed online by an Italian blog called TuttoAndroid, is now being advertised to some potential customers across Europe, alongside the Basic ($7.99) Standard ($10.99) and Premium ($13.99) tiers. And those on the Standard tier found their access limited to just the one device at a time, down from two. Pricing for the current plans are unchanged in this test, but the way the pricing is structured seems to be a way to disguise the price hike. For less than $14 a month, you can enjoy all the movies and TV shows you like, in Ultra HD, on up to four devices simultaneously. The last time the streaming service increased its prices was last October, when the Standard and Premium plans were increased by $1 and $2, respectively.
The Ultra plan may affect some aspects of the current Premium plan, according to PhoneArena.
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