Netflix just got more expensive as new Ultra plan goes live

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Netflix on a MacBook
You now have to pay more for the best Netflix package.
Photo: Stephen Smith/Cult of Mac

The Netflix Ultra plan we feared was coming is now live in several countries.

Subscribers will have to pay more to enjoy HDR content on compatible TVs, and to stream movies and TV shows on four devices simultaneously. The Premium plan that previously offered these things has been watered-down, as has the Standard plan.

Netflix hiked prices last October when its Standard and Premium plans became $1 and $2 more expensive. So, when details surrounding a new Ultra plan leaked out earlier this week, it seemed unlikely the company would hike prices again just eight months later. Netflix isn’t the only service raising prices. Pretty much every major streaming service is raising their prices.

Unfortunately for Netflix fans, that’s exactly what just happened.

Netflix introduces new Ultra tier

To enjoy HDR content and up to four streams simultaneously in certain parts of Europe, you now have to subscribe to the new Netflix Ultra plan, priced at €16.99 a month (around $20).

These features were previously available on the €13.99 a month Premium plan, which no longer offers HDR video (but continues to stream in 4K) and now supports just two devices simultaneously. Meanwhile, the €7.99 a month Standard plan, which previously supported two streams simultaneously, now allows only one.

Italy and Germany are the first regions to see the Ultra plan, according to Cord Cutting, but it will almost certainly make its way to other territories — including the U.S. — soon.

Netflix remains quiet for now

In response to the earlier leak, Netflix explained that it tests new price tiers all the time to gauge the value of its service, but insisted this doesn’t mean that those tests will lead to permanent changes. That certainly seems to be the case in this instance.

Netflix is yet to make an announcement about the Ultra tier, so some things still remain unclear. We don’t know for certain which markets will see it, or whether existing Premium subscribers will continue to enjoy the same package without having to pay extra.

Even if the service gets more expensive, at least the company keeps improving its mobile apps, like the new Netflix Smart Download.