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Test to Evaluate the Price Sensitivity of Ultra HD and HDR Features
Netflix Launches Tires on a New High-End Streaming Plan – Named "Ultra" – see if consumers are willing to pay more for four Ultra HD streams or content in HDR format.
Ultra plans cost $ 16.99 per month and are tested in two versions. One offer four Ultra HD streams, while the existing Premium Plan at $ 13.99 would go from four to two UHD streams. In the second offer, Premium and Ultra customers would have access to four simultaneous Ultra HD streams, but only Ultra clients would have access to High Dynamic Range (HDR) content, which offers more vibrant color reproduction and higher contrast.
The test offers were first reported by the Italian technology blog TuttoAndroid.net. According to Cordcutting.com, Netflix is testing two different price levels for Ultra: The company's German site had different prices (€ 16.99 and € 19.99) depending on the user's browser.
Netflix introduced the four-stream "family plan" in 2013 as a premium alternative to the standard HD plan that provides access to two competing streams per account. A year later, he modified the packages so that the Ultra HD content is only available in the upper level. Now Netflix is looking to see how much consumers appreciate HDR against access to four feeds.
Netflix has confirmed the Ultra tests, and says only a subset of customers will be shown the highest options. In addition, as with any company testing program, Netflix can not decide to deploy the Ultra level more widely.
Netflix recently increased prices in the fourth quarter of 2017. It increased the HD level to $ 10.99 a month (up from the previous $ 9.99) and the premium plan from $ 11.99 to 13 $ 99 a month. The basic non-HD basic plan remained unchanged at $ 7.99
