Published: Mon, July 09, 2018
Money | By Ralph Mccoy

Netflix Premium service gets bumped down with new and pricier 'Ultra' tier

Netflix Premium service gets bumped down with new and pricier 'Ultra' tier

In the U.S., Netflix's current Premium plan ($13.99) includes 4K Ultra HD video and four simultaneous screens. It is priced at $19.80. Just a year later, the packages were modified so customers wanting UHD content had to choose the higher-priced tier.

But the Netflix Premium already lets you subscribers stream on four screens in Ultra HD (when available) - all the Ultra tier adds is HDR.

It is estimated that the plan will cost 16.99 United States dollars per month, given the way Netflix does its current pricing. "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix".

The trial is now live in Europe but is expected to become globally available as the streaming giants attempt to improve its financial status. Based on the report, Netflix is testing several versions of the plan that could use HDR video streaming to make it stand out from other versions.

According to feedback from markets including Germany and Italy, the new price band is called Ultra and offers 4K/HDR content with a maximum of four streams available to customers.

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Before, Netflix was going on about with its three-tier subscription that included the Basic, Standard and the Premium.

A potential change that could affect more subscribers - some consumers in Europe also were offered a change from the current Netflix plans. In 2013, the company first introduced a four-screen option as a more expensive alternative to their existing two-screen plans.

Wall Street analysts have said Netflix has some wiggle room for higher prices.

There are now three subscription plans to choose from: $7.99 Basic (Standard Definition - 1 screen at a time), $10.99 Standard (HD available - 2 screens) and $13.99 Premium (HD and Ultra HD on 4 screens).

In 2011, Netflix lost 800,000 USA subscribers when it raised the prices for its plan offering streaming video and DVD rentals from $9.99 to $15.98.

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