ibusinesslines.com September 20, 2018

Netflix plots price hikes with subscriptions overhaul

04 July 2018, 07:38 | Myron Mathis

Netflix may move HDR streaming to more expensive'Ultra plan04 Jul 2018 | Rasmus Larsen


Now this plan has not officially launched yet, but Netflix is currently testing it as an option for some subscribers.

According to a report from Tutto Android, the Ultra subscription tier will be priced at €16.99. However, with the Ultra plan, Netflix appears to halve the number of concurrent streams from four to two for Premium subscribers.

The price for a plan that includes ultra-high definition, or 4K, video, and allows users to watch simultaneously on four different devices, went up to £9.99 ($14 in the US) from £8.99 ($12 in the US) a month, an increase of 10 per cent. If Netflix does cut the number of simultaneous screens in half for its Premium plan, that would be akin to a price hike for those who share the service with three other users. Screens can be TVs, laptops, tablets or smartphones. Later CNBC picked up the story and confirmed it with Netflix.

That would amount to an indirect price hike, as former Standard and Premium subscribers might migrate to higher price tiers.

The Ultra plan, that is how Netflix calls it right now, is the most expensive plan up to date. Promotional material for this new streaming package indicates that it would essentially be the same as the current "Premium" tier. A company spokesperson was quoted as saying, "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix". They will still get Ultra HD resolutions where applicable, but supporting shows and films won't display the better contrast and colour range on offer with HDR.

Users have reported this change in Italy, and Cordcutting.com found the change in other European countries, including Germany.

In Europe, the Ultra plan is expected to cost €16.99 a month, which is roughly $20. The streaming company recently raised its prices at the end of 2017. Notably, the Standard tier would also get to one stream from two.

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