Netflix subscribers in Italy are seeing a “più costoso” or “more expensive” new top-tier plan being tested by the streaming giant.
The “Ultra” package, featuring four simultaneous HD streams, would cost Italian subscribers €16.99, or a shade less than $20, per month. (U.S. customers might notice their $13.99 “Premium” accounts already offer four concurrent HD streams.) The new plan was first spotted by TuttoAndroid.
“Ultra” is popping up in other European countries, too, including Germany, where it was noticed by CordCutting.com. German customers are seeing “Ultra” cost up to €19.99, depending on the browsers they use.
Netflix declined to share with TheWrap exactly where the company is testing new pricing tiers.
“We continuously test new things at Netflix and these tests typically vary in length of time,” said the spokesperson. “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.”
The Netflix rep added that the “Ultra” plan isn’t available for customers today; if Italian or German subscribers click on it, they’ll be directed to the “Premium” option for now.
The price testing comes less than a year after Netflix bumped up its high-end plan from $11.99 to $13.99 a month. The increase hasn’t seemed to faze its growth to this point, however, with the company reporting its best two quarters for total subscriber growth since the change last November. Netflix Chief Content Officer Ted Sarandos has said the company will spend up to $8 billion in 2018 to keep churning out shows.