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Netflix is testing an expensive new 'Ultra' subscription tier

05 July 2018

Per a report from Polygon, the company is now testing out a new "Ultra" subscription tier for its users. The main difference between Premium and Ultra, according to Variety, is the availability of HDR, also known as high dynamic range, which "provides more vibrant color reproduction and higher contrast". The new plan, called "Ultra", has begun showing up on the European Netflix. At the same time, there could be some changes made to current plans that are bound to anger many Netflix subscribers. That seems like a lot of money for no extra screens or other perks, but for the moment this is just a test to see what people make of the new model. If so, this is also a subtle price hike, considering subscribers will be paying the same price for less features. So what does the Ultra tier get you, what do the others lose and is this good news or bad?

Meanwhile, in a statement to CNET, Netflix has said that it is "continuously" testing new things and that a test does not necessarily indicate plans for a full rollout. The current rate for the Basic plan in Italy is EUR 7.99, with EUR 10.99 and EUR 13.99 for Standard and Premium.

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Netflix is looking to once again raise prices by superseding its existing Premium plan with a new "Ultra" tier.

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Netflix Ultra has started appearing in some parts of the world with the company saying it's "testing slightly different price points and features to better understand how consumers value Netflix".

HDR is the latest technology to arrive in TVs and creates a wider gamut of colours, allowing for a more vivid image and better contrast.

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However, Netflix (nflx) told the tech publication that the test would be limited to some users rather than all, and that the company may not end up offering the tiers that it's testing.

Netflix is testing an expensive new 'Ultra' subscription tier