Netflix is testing an expensive new 'Ultra' subscription tier

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Netflix is testing an expensive new 'Ultra' subscription tier

Known as Ultra, the new tier would allow four devices to receive Ultra HD video and audio streaming simultaneously, according to Italian blog Tutto Android. The prices for Standard and Premium plans would not be increased, but losing screens equals a price hike if you share your Netflix login. At the same time, there could be some changes made to current plans that are bound to anger many Netflix subscribers.

The company added that not all subscribers would see the Ultra subscription tier during the test, and it may not be implemented. This is up from the current top "Premium" tier which costs €13.99 a month.

That would amount to an indirect price hike, as former Standard and Premium subscribers might migrate to higher price tiers. The plans determine the quality of the streams, the number of screens customers can watch Netflix on at the same time, and to how many devices they may download movies and shows to.

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.

Towards the end of previous year, Netflix raised its prices in the U.S., with the most expensive option (Ultra HD, 4 screens) increasing from $11.99 to $13.99. Meanwhile, the Standard tier would also be halved from two streams to one. Further, the Ultra tier will now offer the four streams but at a higher price. This time, the company is testing price electivity.

Meanwhile, in a statement to CNET, Netflix has said that it is "continuously" testing new things and that a test does not necessarily indicate plans for a full rollout.

Standard is now €10.99 and Base €7.99.

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