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Netflix is testing a new ‘Ultra’ tier in Europe (update)

Ultra in name only, it appears to offer what Premium service does today

Luke Cage in the wreckage of a Harlem business in the first season of Luke Cage.
Season two of Netflix’s Luke Cage was released in June. The streaming giant now offers a host of exclusive programming, bringing it toe-to-toe with traditional television networks and movie studios.
Myles Aronowitz/Netflix

After rumors swirled earlier this week, Netflix confirmed to Polygon that some Italian consumers are being offered a new, so-called “Ultra” tier of the streaming service. The new plan appears to offer what the Premium tier does today at a higher price point.

Netflix currently offers three subscription plans. Basic, runs for $7.99 per month here in the United States and allows users to stream content to a single screen, while Standard ($10.99) allows for two screens and Premium ($13.99) allows four. As first reported by Tutto Android, the Italian Ultra tier now allows four screens, while the Premium tier has been downgraded to just two.

Tutto Android

Netflix told CNET this is business as usual.

“We continuously test new things at Netflix and these tests typically vary in length of time,” said a Netflix 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 streaming giant recently enacted a planned price increase. In November, the cost of the Premium tier went from $11.99 to $13.99, Standard went from $9.99 to $10.99, while the cost of the Basic package was unchanged.

Update: Following the holiday, Polygon received additional comment from Netflix. We have amended the article to reflect that.

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