NEW A vastly improved search engine helps you find the latest on companies, business leaders, and news more easily.<doc-sep>Netflix is reportedly testing out a new “Ultra” subscription tier that would up the monthly price even higher than the company’s current $13.99 “Premium” option, according to a report from TuttoAndroid, which first spotted the new plan (via CNET.) According to TuttoAndroid, the new plan would cost €16.99 (and presumably, $16.99 in the US, based on how Netflix does its existing pricing) and offer up to four simultaneous 4K streams at once time, which eagle-eyed Netflix users will note is already offered on the cheaper, Premium plan. Based on TuttoAndroid’s report, it seems that Netflix is testing multiple versions of its plan lineup that could see the Ultra tier get HDR video to make it stand out from Premium (which would then lose the feature), or see the Premium tier drop from four concurrent streams to just two. CordCutting.com has also spotted the new plan in testing in Germany, with both €16.99 and €19.99 price tags, indicating that Netflix is tinkering with pricing for the new plan, too. Netflix has confirmed to CNET that the Ultra price tier testing is real. A company spokesperson said that “In this case, we are testing slightly different price points and features to better understand how consumers value Netflix.” Additionally, a Netflix representative emphasized that “Not everyone will see this test and we may not ever offer the specific price points or features included in this test.” So if the Ultra plan does make it to the light of day, it’s possible it won’t look like it does now. Still, if you’re committed to getting the absolute most out of your Netflix subscription, you might want to prepare to start paying a bit more for it in the near future. Update July 4th, 1:35pm: Added additional statement from Netflix. Update July 4th, 11:05am: Added additional details regarding price and German testing.<doc-sep>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). Netflix (NFLX) shares rose 2 percent Thursday to close at $398.39. A potential change that could affect more subscribers – some consumers in Europe also were offered a change from the current Netflix plans. The Premium plan allowed two simultaneous screens, down from four, and the Standard plan got one screen, down from two. More:Jerry Seinfeld on new season of 'Comedians in Cars,' whether he'd invite Trump on his show Netflix would not provide details about the tests, first reported by Italian website TuttoAndroid and CordCutting.com. The company said in a statement given 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, according to the Consumer Technology Association – 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 and need to move up to the Ultra plan for that alone. Wall Street analysts have said Netflix has some wiggle room for higher prices. During a few months of 2017, Netflix posted its largest three-month growth spurt – 8.3 million new subscribers – despite raising the cost of its most popular plan (the Standard plan with two screens watching simultaneously) by $1 in October 2017. Netflix also increased its Premium plan by $2 to $13.99. But not every Netflix price increase has gone smoothly. Two years ago, Netflix saw a growth slowdown when it raised the Standard plan price by $2 for new members, while current subscribers got the increase over several months in 2016. In 2011, Netflix lost 800,000 U.S. subscribers when it raised the prices for its plan offering streaming video and DVD rentals from $9.99 to $15.98. More:Netflix is likely to hike prices, but not anytime soon, says CEO More:Netflix reels in customers after price hike, sending stock to new high Follow USA TODAY reporter Mike Snider on Twitter: @MikeSnider.<doc-sep>
Netflix price changes are always controversial. But luckily, it looks like the streaming company's latest strategy for getting more money out of users won't affect most of us (for now). The streaming giant confirmed to CNET that it has been testing out a new tier for its pricing models for select users in Europe: a €16.99 per month "Ultra" subscription plan, which would provide exclusive access to HDR (high dynamic range) content. "We continuously test new things at Netflix and these tests typically vary in length of time," Netflix spokeswoman Smita Saran told CNET. "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix." The pricing tiers previously offered by Netflix focused on allowing users to stream on multiple screens at once. The $7.99 Basic plan allows streaming on only one screen, the $10.99 Standard allows two, and the $13.99 Premium offers four. The current subscription plans and their features in the U.S. Image: Phone arena, netflix Right now, there are reports of a few different versions of the new pricing model. One would offer the Ultra without affecting the already established plans. But Phonearena.com and Cordcutting.com are seeing some promotional materials that reduce the number of screens for Premium from four to two, and Standard to only one screen. Netflix's statement was clear in stating that these Ultra pricing tests are just that — a test, instead of a permanent model for all users. "Not all Netflix subscribers will see the test and the company may not ever offer the specific price points or features being tested," Saran said. The variations in the test pricing models suggests that Netflix is right now trying gauge how valuable the HDR feature is to current users. Italian promotional material for new 'Ultra' price tier reduces features for other subscription plans Image: tuttoandroid.com, netflix But you might still be wondering what the HDR feature offered in Ultra even means. While still a relatively new and pricey improvement to TV image quality, HDR can be seen as to the difference between standard and high definition. And like the evolution of HD, many are predicting HDR will one day inevitably become as ubiquitous as HD. Right now, though, HDR is mostly seen as a costly and inessential new feature reserved for those who can afford to become early adopters. As Endgadet proposes, this marks a shift in Netflix's strategy for getting more money out of its existing 125 million existing users. Rather than just charge everyone a little more, it appears to instead be targeting affluent users for this extra feature. But then again, this could set a precedent for a future where HDR is considered the standard image quality for all TVs.