Netflix Has a New Plan for Europe - Is the US Next?


It may sound unusual to be ”testing” a price increase but Netflix often tests new features or changes with its users to evaluate the effects. Notably, the Standard tier would also get to one stream from two.

Users on the premium tier would see their streams halve from four to two and lose access to HDR, but keep 4K viewing.

According to a report from Tutto Android, the Ultra subscription tier will be priced at €16.99. With this new Ultra plan the SD plan still provides only 1 stream but the HD plan will move to 1 stream and the Premium plan will drop to 2 streams.

That said, some Italian users who claim to have gotten the test offer report that the Premium subscription might get an annoying downgrade.

Joining the Base, Standard, and Premium, multiple users say the Ultra plan costs €16.99 in Italy, or €3 more than the Premium plan now available from the world's top streaming content provider. Promotional material for this new streaming package indicates that it would essentially be the same as the current "Premium" tier.

"We continuously test new things at Netflix and these tests typically vary in length of time", Smita Saran, a Netflix spokeswoman, said in an email. Netflix gets some flack every time it ups its prices, though most people simply opt to pay an extra couple of pounds each month to retain access. "In this case, we are testing slightly different price points and features to better understand how consumers value Netflix".

Netflix is testing its highest-ever pricing tier, with a new Ultra service tailored for households seeking top quality streaming experiences on the highest number of screens.

According to TuttoAndroid, users in Italy have noticed a new "Ultra" plan costing an additional €3. Premium is £10 a month, lets you watch in 4K, and on four screens at any given time.