Netflix is testing a new, far more expensive subscription – but only for some of its members.
The company is showing some people the offer to join an "Ultra" service, which costs considerably more than the traditional subscription.
Users could be charged up to €19.99 to access the service, in tests that are running across Europe.
For some users, the Ultra option leaves the price of all other plans unchanged, and doesn't add new features. But for others, it removes features from the tiers that aren't Ultra – forcing them to join if they want access to 4K streams, for instance, or making the Ultra plan the only way to watch on up to four different devices at once.
Currently, Netflix has three tiers. For people who aren't being offered the trial of Ultra, they are given four streams and Ultra HD quality, meaning the new tier doesn't actually offer any features.
Netflix confirmed that the tests were happening and said they were a way of working out how much people "value Netflix".
“We continuously test new things at Netflix and these tests typically vary in length of time," a spokesperson said. "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 specific elements included in the test to our members.”
The tests have been reported across Europe. They do not appear to be showing for UK users, who are charged in pounds and have a different pricing structure.
It is not clear whether the Ultra option would eventually roll out across the world, if the test is successful, or if it would be restricted to those countries.
