Netflix is Testing a New, More Expensive 'Ultra' Subscription

Netflix

As reported by Tutto Android, this new "Ultra" streaming tier from Netflix will offer the exact same benefits as the existing Premium tier which includes 4K streaming for up to 4 devices simultaneously. The new plan, called "Ultra", has begun showing up on the European Netflix.

The new subscription tier was first discovered by the Italian website TuttoAndroid. The streaming service is now testing an Ultra pricing tier. 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.

PhoneArena claims some Italian users are already seeing promotional material that describes Premium thusly, and that show the Standard plan, which now allows streaming across two devices simultaneously, being downgraded to one device. That may sound exciting, but there's a downside: other plans might be losing screens, making this new pricing structure a sort of price hike in disguise.

Not all Netflix subscribers will see the test, Saran added, and Netflix may never offer these price points permanently. The current rate for the Basic plan in Italy is EUR 7.99, with EUR 10.99 and EUR 13.99 for Standard and Premium. Rather than being able to watch Netflix content on four screens simultaneously as it stands now, Premium subscribers might only have support for two screens, while the new Ultra plan will come with support for four displays. 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. So what does the Ultra tier get you, what do the others lose and is this good news or bad? While that is one explanation, it can also be the case that Netflix uses A-B tests and selected different prices for the customer based on that.

How much a month are you willing to pay for Netflix?

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