For now, ‘Ultra’ subscription is only in Europe. Netflix testing higher-priced plan
Streaming service offers four HD hookups for $20
This is just a test, Netflix says, but one that could eventually lead to higher monthly bills for subscribers.
The streaming TV company, which has more than 125 million subscribers worldwide, is testing a higher-priced premium “Ultra” subscription in Europe offering 4K Ultra HD video with High Dynamic Range (HDR) quality and the ability to watch on four screens at the same time for 17 euros (€16.99, or about $20).
That’s three euros higher than the highest-price plan currently offered. Some European consumers were offered the Ultra plan at an even higher price (€19.99 or $23.39).
A potential change that could affect more subscribers – some consumers in Europe also were offered a change from current plans. The Premium plan allowed two simultaneous screens, down from four, and the Standard plan got one screen, down from two.
Netflix would not provide details about the tests, first reported by Italian website TuttoAndroid and CordCutting.com. The company said in a statement to USA TODAY: “We continuously test new things at Netflix and these tests typically vary in length of time. In this case, we are testing slightly different price points and features to better understand how consumers value Netflix. Not everyone will see this test and we may not ever offer the specific price points or features included in this test.”
In the U.S., Netflix’s current Premium plan ($13.99) includes 4K Ultra HD video and four simultaneous screens. Netflix has many series available in 4K and several, including “Luke Cage” and “Glow,” in HDR. In addition to having four times the pixels of HDTVs, 4K TVs that handle HDR also deliver improved contrast, richer colors and increased details. Netflix, which doesn’t have an abundance of HDR content, currently doesn’t charge for HDR video.
Should the Ultra plan become a reality and Netflix adopts changes in the lower-priced Premium and Standard plans, some U.S. homes with multiple TVs and other screens might be faced with choosing a higher-priced plan and paying $3 to $6 more per month.
As more homes get 4K Ultra HD TVs capable of displaying HDR content – about 31 percent of U.S. homes now have 4K Ultra HD TVs, the Consumer Technology Association says – some Netflix subscribers would be willing to pay more for the best quality video in the Ultra plan. But more likely there will be many homes wanting the stream on up to four devices who will need to move up to the Ultra plan for that alone.