Culture

Netflix tests a new "ultra" tier across Europe, but there’s a catch

Netflix tests a new

The trial version of the Ultra tier also offers access for up to four devices at once, and in some regions that has pushed Premium down to just two. In a move that would surely cause anger, some users noted that the Premium plan's number of screens had been reduced to just two.

The new tier will allow four devices to receive UHD or 4K video and audio streaming simultaneously. If Netflix does cut the number of simultaneous screens in half for its Premium plan, that would be akin to a price hike for those who share the service with three other users. Promotional material for this new streaming package indicates that it would essentially be the same as the current "Premium" tier. The Ultra tier would then offer four streams at the higher price point. In April, it was valued at a whopping $170 billion by investors betting on Netflix's potential for global growth; at the time, it counted some 125 million subscribers worldwide.

Now, according to reports in the Italian blog TuttoAndroid, Netflix is testing a new tier across Europe: Ultra. 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.

What would convince you to pay €19.99 for Netflix?

So what do you get with the new high-end plan?

The company added that not all subscribers would see the Ultra subscription tier during the test, and it may not be implemented. The addition of the Ultra tier, if it turns out to rollout to everyone, would effectively be a price hike of around $6 for Premium users. 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".



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