Netflix is testing a new 'Ultra' tier of service

Sergio Cunningham
July 5, 2018

Netflix is considering introducing a new and more expensive ‘Ultra plan that would be required to stream content in HDR video quality, according to CNET.

It appears that Netflix runs a test right now in Europe and possibly in other regions as well that unlocks a fourth plan. In Europe, however, this Ultra tier is being pitched at €16.99 - or around £15. The pricing fluctuates but it seems to be anywhere between €16.99 and €19.99 per month.

Standard is now €10.99 and Base €7.99.

Netflix is testing a higher price "Ultra" plan that will sit above the current Premium plan.

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If the similar pricing comes to the United Kingdom it could mean customers will have to pay £12.99 to view on more screens and in better HDR quality. I can only hope the Premium plan I'm already paying for won't be affected. It also supports high dynamic range (HDR) and HD audio.

Even if the Ultra plan is here to stay, and even if Netflix goes for a version that drops the Premium plan from 4 simultaneous screens to 2, I still think Netflix would be a tremendous value for what it offers. This report is based on promotional material that some Italian consumers had received from the video streaming platform. Different user groups see various implementations of the new feature or change. Should Premium users want to increase this back up to four, they'll have to opt for the more expensive Ultra tier, which has all of Premium's other benefits including 4K playback. Users would have to pay around $20 a more for a new Ultra plan to continue streaming on up to four.

Now You: are you a Netflix customer? To add further insult to injury, some users also report the test halving the number of screens for both premium and standard users in order to make Ultra look more appealing.

"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.

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