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Netflix tests ‘ultra-tier’ subscription

July 4, 2018

Netflix is testing a new, expensive subscription tier. The streaming giant is giving some users the offer to join an ‘Ultra’ service, which costs between €16.99 and €19.99, in tests that are running across Europe. A basic subscription currently costs €7.99.

The new tier offers all potential subscribers 4K content, HD audio and streaming across four simultaneous devices. For some users the offer left all other plans the same, while for others, it reduced the Premium plan’s streaming to a maximum of two devices at once and removed the option for HDR, while dropping the Standard HD-only plan to a single stream.

Not all Netflix users will see the test-tier, and the company may well never offer the specific price points or features being tested.

Commenting on the tests, Netflix said they are “testing slightly different price points and features to better understand how consumers value Netflix.”

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