netflixNetflix has confirmed that its testing out new pricing plans for its customers in Europe.  The one plan that is extremely interesting is what they’re calling their “Ultra” tier.  It includes 4K and HDR formats for video streaming.  Netflix currently has three subscription plans:

  • Basic – $7.99
  • Standard – $10.99
  • Premium – $13.99

Basic allows users to watch Netflix on one screen at a time.  Standard allows for two screens, and Premium allows up to four screens.  Screens can be TV’s, tablets, laptops or smartphones.netflixBut Ultra is only available for some, and how it will differ from the other plans isn’t clear.  Other than in cost.  In fact, the only thing that Netflix is doing, really, is increasing their prices. This is in an attempt to “better understand how consumers value Netflix”.  That loosely translates to how much is a consumer willing to pay in order to use Netflix?Over the last few years, Netflix has slowly rolled out a series of price increases for their streaming service.  Which makes you wonder what the world is coming to.  I’m being serious with this one.  In the beginning, Netflix was a steal.  Now I’m not saying that it doesn’t have incredible content, or that it doesn’t warrant these prices.  But I am saying that it has to be measured against what users want.  And Netflix isn’t the only game in town.netflixAmazon has a ton of great original content.  While it’s not quite in the Netflix orbit, it costs far less than Netflix.  And, the argument that I always make is that you get other Prime perks.  It’s not just TV and movies.  Again – there’s nothing wrong with what Netflix is offering, but are there prices going to just keep going up and up?  If so, what’s the point of cord cutting?  I mean, are we going so far in the other direction now?For a really long time, I was an advocate of cord cutting.  But my argument was because you weren’t getting value for your money.  It was also at a time when Netflix cost far less, so it made sense to cut your cable cord and subscribe to a few different options – like Netflix and Hulu.  But now?  If you’re going to be charged as much as $23 a month, I question if it’s actually worth it any more. $23 is the price being proposed for the Ultra tier.netflixWhile you do get access to better quality streaming options, is it worth it?  I mean, how many shows a week can you watch in 4K anyway?  One?  Maybe two? I think what’s happened is that with an increase in subscribers, online streaming services are trying to figure out a way to make more money.  Don’t get me wrong – I love Netflix.  But not for $23 a month, I don’t.  I think what will happen next is that people will stop subscribing, or just get the basic package and then they’ll have to change their plan again.  I could be wrong, but I’m not sure that there’s an appetite for the Ultra tier pricing.  If this is something that interests you, let us know.