Netflix explores new premium price tier for 4K/HDR

Reports are circulating this week that streaming service Netflix is trialling new premium services in Europe priced at €16.99 and €19.99. This is around €8-11 higher than the company’s basic offering and €3-6 higher than the company’s current top tier package.

News of the trial prices  was confirmed by Netflix in a statement to CNET. A spokesperson said: “We are testing slightly different price points and features to understand how consumers value Netflix.”

According to feedback from markets including Germany and Italy, the new price band is called Ultra and offers 4K/HDR content with a maximum of four streams available to customers. In some test areas, the other tiers have been left alone – but there are reports that in certain scenarios the lower priced packages have been altered too.

With the company consistently increasing its investment in global and local content the idea of introducing premium propositions makes sense. However the company will need to ensure it doesn’t experience the kind of consumer backlash it felt in 2011, when it split its streaming service from its traditional disc service.