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

Josh Miller  CNET

Josh Miller CNET

According to TuttoAndroid, users in Italy have noticed a new "Ultra" plan costing an additional €3.

According to Italian blog site Tutto Android, Netflix is testing a couple variants of a fourth tier.

Towards the end of previous year, Netflix raised its prices in the USA, with the most expensive option (Ultra HD, 4 screens) increasing from $11.99 to $13.99.

Netflix may be introducing its most expensive service tier yet with Ultra.

Aside from HDR support that would of course require compatible hardware, there are no other new features in the Ultra plan. Similarly, the Standard plan may be downgraded to just one display. Some reports have said that Netflix's existing plans might be altered to change how many devices could be used simultaneously. In the U.S., Netflix only offers three plans: $7.99 for Basic, $10.99 for Standard and $13.99 for Premium.

Users on the premium tier would see their streams halve from four to two and lose access to HDR, but keep 4K viewing.

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"We continuously test new things at Netflix and these tests typically vary in length of time".

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.

The Ultra plan option may not be implemented broadly and, at the testing stage, not all users will automatically see it as an option. This seems like an attempt to raise the price on the heaviest of users who want 4 streams. The ever-expanding company, which is now led by CEO Reed Hastings, has 125 million memberships in 190 countries.

After the first-quarter filing, Hastings was questioned about future price hikes. This time, the company is testing price electivity.

The news of this update comes as Sky and Virgin Media customers will soon get the option to pay for their Netflix subscription through one monthly bill.

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