Netflix testing new 'Ultra Tier'

Rosalie Gross
July 5, 2018

Italian Netflix customers have received promotional material for the Netflix Ultra platform which promises 4K Ultra HD content with access to high dynamic range (HDR) images and HD audio, according to a TuttoAndroid report. Some users in Europe have discovered an "Ultra" service plan that is costlier than the "Premium" option.

Netflix is considering introducing a new and more expensive ‘Ultra plan that would be required to stream content in HDR video quality, according to CNET. However, the upcoming Ultra plan may affect some aspects of the current Premium plan. Also, the standard plan may also be downgraded to just one screen at a time.

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.

The last Netflix UK price hike came at the end of 2017, so we'd be surprised to see the company go there again. Now this plan has not officially launched yet, but Netflix is currently testing it as an option for some subscribers.

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Unfortunately for existing Italian subscribers of the €13.99 Premium tier, they'll be reduced to two simultaneous streams if the new Ultra tier launches.

The main differentiator between these two plans is simply that the firm has Netflix has confirmed that it is indeed testing out this new plan, It also says that nothing is set in stone at the moment.

CordCutting.com noticed the inconsistencies in the price and featureset, noting that everything changed based on what browser or device users were using at the time. The trouble is that HDR is already part of the 4K package as things stand, so this is more about taking features off premium subscribers, rather than providing new features for videophiles.

What would convince you to pay €19.99 for Netflix?

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