Netflix is testing its highest-ever pricing tier, with a new Ultra service tailored for households seeking top quality streaming experiences on the highest number of screens. It also supports high dynamic range (HDR) and HD audio.
The new subscription tier was first discovered by the Italian website TuttoAndroid.
Netflix appears to be planning its most expensive streaming tier yet. The existing premium subscription would drop from four to two UHD streams. Premium subscribers get access to Ultra HD and four simultaneous screens. 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.
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The Ultra plan option may not be implemented broadly and, at the testing stage, not all users will automatically see it as an option. 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. Different user groups see various implementations of the new feature or change.
The way Netflix is set up makes it easy for up to four people to share an account, and suddenly asking Premium subscribers to hand over more money so they can carry on watching at the same time is going to be about as popular as the Black Death.
"We continuously test new things at Netflix and these tests typically vary in length of time", Netflix spokeswoman Smita Saran told CNET in an email.
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HDR is the latest technology to arrive in TVs and creates a wider gamut of colours, allowing for a more vivid image and better contrast. The company said that they are "testing slightly different price points and features to better understand how consumers value Netflix" and the option is only being shown to some European consumers.
With that in mind, there's a rumor from Europe that says Netflix is about to get more expensive, but it's not exactly what you think.
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