Netflix Tests New "Ultra" Plan

Josh Miller  CNET

Josh Miller CNET

The other option would cut down the number of concurrent streams in the Standard and Premium plans to one and two, respectively.

Netflix is looking to once again raise prices by superseding its existing Premium plan with a new "Ultra" tier.

It's unclear how far Netflix intends to develop its new tier, though the streaming service has confirmed the tests are taking place.

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The new tier will allow four devices to receive UHD or 4K video and audio streaming simultaneously. In Europe, however, this Ultra tier is being pitched at €16.99 - or around £15. In the U.S., Netflix only offers three plans: $7.99 for Basic, $10.99 for Standard and $13.99 for Premium.

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.

In a statement given to CNET, a Netflix spokesperson said that they "continuously test new things at Netflix and these tests typically vary in length of time". Now it looks like the company is testing out a new "Ultra" package, which naturally costs more. "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix". Nearly 6.4m new worldwide subscribers were added in the final quarter of a year ago, along with more than 1.9m users from the US.

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The difference between Ultra and the present Premium tier is subtle.

Similarly, the Standard subscription might be downgraded to just one display. The ever-expanding company, which is now led by CEO Reed Hastings, has 125 million memberships in 190 countries. Would you upgrade to the Ultra tier of it became an option (and the only option with four simultaneous streams)?

This Ultra level is priced at €16.99 ($19.78) per month, which is €3 more than the Premium tier that already supports Ultra HD content and four screens.

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