Netflix explores new premium price tier for 4K

Netflix Ultra

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"In the second offer, both Premium and Ultra customers would have access to four concurrent Ultra HD streams but only Ultra customers would have access to high dynamic range (HDR) content, which provides more vibrant color reproduction and higher contrast".

Some reports indicate that a fourth tier, "ultra" would offer premium HDR streaming (although, its current premium package does already offer something called "ultraHD").

With the most recent price increase last fall, the two-screen Standard subscription option went up to $10.99/month, while the four-screen Premium option went up to $13.99/month.

So Netflix wants to see how much users value HDR vs. four-stream access.

The popular online streaming service announced the launch of a new "Netflix Ultra" service in Europe, on Thursday, July 5.

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Netflix spokesperson Smita Saran weighed in: "We continuously test new things at Netflix and these tests typically vary in length of time".

Should the Ultra plan become a reality and Netflix adopts changes in the lower-priced Premium and Standard plans, some US homes with multiple TVs and other screens might be faced with choosing a higher-priced plan and paying $3 to $6 more per month. Standard allows for viewing on two screens, and Premium allows for four screen streaming.

The Company has also been very wise to not conduct the mentioned tests of the new Ultra plan in the other countries of the world, especially India that requires an altogether different market strategy, one that is not too harsh on the pockets. There have been speculations that chordcutting.com is testing two prices in Germany which are 16.99 United States dollars and 19.99 USD; so, Netflix also will be tinkering with its prices for new plans.

Netflix's current three tiers including "ultraHD". "Not everyone will see this test and we may not ever offer the specific price points or features included in this test".

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