Netflix Wants To Test Your Loyalty With Its New 'Ultra' Service

Netflix has launched a new subscription option. It’s currently in its testing phase and will offer customers the chance to subscribe to a slightly more expensive subscription that has never been offered before.

Are you prepared for another Netflix price increase? This is what the SVOD service is trying to find out by testing a new option that they’ve named ‘Ultra’.

An offer subject to terms and conditions

The current subscriptions comprise of ‘Basic’ (£5.99), ‘Standard’ (£7.99) and ‘Premium’ (£9.99). In addition to these, Netflix Ultra will allow the viewer to watch in HDR (High Dynamic Range), which offers a better TV picture contacts, and they can experience this on 4 screens. This offer is currently only available to new subscribers who don’t have an account yet and is priced at €19.99 in the trials across Europe.

'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,' said a Netflix spokesperson to

With this significant increase in price, the company is actually trying to test the loyalty of its customers. Thery're trying to find the right offer between the amount of content it offers and the number of subscribers they have, which is decreasing due to the high costs.

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