Netflix has become the dominant online streaming platform in the tail end of this decade, and the company has basically upped their pricing every other year to support their increasingly large user base, all of which demands bigger and better things from the company’s Netflix Originals lineup. Aside from the increase last year, Netflix is reportedly testing a higher tier of pricing, but it’s also apparently going to neuter the benefits for Premium subscribers at the same time. As a current Premium subscriber, this rumour does not tickle my fancy.
According to TuttoAndroid, an enthusiast website for Android fans based in Italy, Netflix is testing a new Ultra pricing tier that costs €16.99, a €3.00 increase over the Premium account which costs €13.99. The Premium account currently allows users to stream content at resolutions up to 4K UltraHD, with viewing on up to four devices at once, while the Standard account allows for resolutions up to 1080p and a maximum of two simultaneous streams.
The Ultra account being tested in Italy changes this by offering four simultaneous streams, 4K UHD playback, and HDR capability. The Standard and Premium accounts get their streaming privileges chopped in half. In other countries in Europe, some users are now able to pick the Ultra pricing tier, but that region gets only HDR added to the package and makes no changes to the simultaneous streaming setup for Standard and Premium.
According to a Netflix spokesperson responding to queries about the price change from CNET, the company said that they “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.”
For new Netflix South African subscribers choosing their plans for the first time, this is what you might see when selecting your plan:
However, when signing into my Netflix account, I still see the old pricing tiers and options:
If you’re currently on an old Netflix pricing tier, I guess you can expect an email from the company in a month or two detailing some pricing changes that they’ll institute after a certain grace period – a month, or maybe three? – and from that point on the Ultra account will be the one to get for families that have multiple devices or users who share accounts with friends.