Towards the end of past year, Netflix raised its prices in the U.S., with the most expensive option (Ultra HD, 4 screens) increasing from $11.99 to $13.99.
But with a high price, it should expect rivals like Amazon, Hulu, and Apple to compete by undercutting it, and potentially offering new movies and shows from major distributors through their services earlier than Netflix can.
According to a report from Tutto Android, the Ultra subscription tier will be priced at €16.99. "Not everyone will see this test and we may not ever offer the specific price points or features included in this test".
A basic account gets you standard definition and just the one screen at a time, while the standard £7.99 package gives you HD and doubles the screens. This essentially means that Netflix Premium users will have to upgrade to the more expensive Ultra tier to maintain the same level of service.
While this makes things look disappointing, it should be noted that this is simply a test and Netflix says it's trying to "better understand how customers value Netflix". The company is now testing it with select European customers.
Netflix is trialling an expensive new membership tier that will anger those already paying for Premium access.
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After the first-quarter filing, Hastings was questioned about future price hikes.
The pricing tests have since been confirmed by Netflix to CNET, with CordCutting.com also noting that the test appears to be being rolled out across the continent with nations including Germany being trialled.
In addition, in some trial locations, Premium subscribers have had the number of concurrent devices able to view Netflix halved.
Images grabbed from the website show that there are at least two possibilities being considered for the new tier, which would cost €16.99 - $16.99 in the USA if the current pricing scheme is maintained.
What would convince you to pay €19.99 for Netflix?