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Netflix testing higher-priced ‘Ultra’ plans

July 6, 2018 9:05 PM
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However, 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 Canada, 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 colours 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 adopt changes in the lower-priced Premium and Standard plans, some homes with multiple TVs and other screens might be faced with choosing a higher-priced plan and pay $3 to $6 more per month.

As more homes get 4K Ultra HD TVs capable of displaying HDR content — about 31 per cent 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.


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