According to Italian blog Tutto Android, Netflix is plotting the rollout of a new "Ultra" tier that would be priced at €16.99, which comes out to around $20 per month. Currently, the company offers three different tiers - Basic, Standard, and Premium - but that may change soon as it appears to be planning its most expensive streaming tier until now. Now this plan has not officially launched yet, but Netflix is currently testing it as an option for some subscribers. According to the promotional material shared for this new package, the new tier would essentially provide the same benefits as the current Premium tier. But with a high price, it should expect rivals like Amazon, Hulu, and Apple to compete by undercutting it, and potentially offering new movies and shows from major distributors through their services earlier than Netflix can. As per latest reports, the key highlights of the Ultra plan is that it supports HDR video and HD audio, and four screens can use the subscription simultaneously.
Netflix is becoming increasingly valuable, so it is perhaps not surprising to see the video-streaming companies testing new pricing tiers that could see users ponying up more cash for very high-quality services.
- We continuously test new things at Netflix and these tests typically vary in length of time, Smita Saran, a Netflix spokesperson, til CNET.
First revealed by the Italian publication Tuttoandroid, Ultra joins the existing Base, Standard and Premium tiers. Netflix gets some flack every time it ups its prices, though most people simply opt to pay an extra couple of pounds each month to retain access. Meanwhile, the Standard tier would also be halved from two streams to one.
Standard is now €10.99 and Base €7.99.