Netflix testing higher-priced ‘Ultra’ plans

Daniel Fowler
July 9, 2018

The Ultra plan will cost $16.99 in the United States and will offer customers the ability to have four simultaneous 4K streams all at once.

Some reports indicate that a fourth tier, "ultra" would offer premium HDR streaming (although, its current premium package does already offer something called "ultraHD"). Netflix also increased its Premium plan by $2 to $13.99.

One offer allows viewers to stream four movies concurrently in Ultra HD.

According to reports, the new tier may focus on the amount of screens users have access to and new HDR (high dynamic range) features.

The new plans are being tested in Europe.

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After its users in Italy noticed a newly added subscription plan on their screens, the news of Netflix introducing a new section of subscription has become the hot topic for the media enthusiasts. However, if Netflix decides to implement this Ultra on a Global scale, there would be possibilities for other streaming platforms such as the Amazon Prime and other local media firms to woo the customers.

Netflix is about to go into ultra mode.

The purported new Ultra subscription would cost $17 per month, up from the $14 per month that the current Premium plan offers, but knocks HDR away from Premium and leaves it to Ultra. Certainly, the existing users of the Premium and the standard plans are sure to experience a frown or two on their face but it would be juvenile to doubt the loyal customers who crave for the Netflix experience.

The Ultra package is not visible to all Netflix subscribers and it's uncertain how long it will be tested; in fact a spokeswoman from the company, Smita Saran, told CNET in an email that "these tests typically vary in length of time", and "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix".

Now on to the "Ultra" high-end streaming plan.

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