Company says limited offers may not be widely rolled out
Is Netflix’s standard streaming plan too rich for your blood? The video streamer is trying to see if it gets takers for an even lower-priced offering — for a dollar less per month — which offers lower-resolution video.
The streaming-video subscription provider is testing a $6.99-per-month option to select users. The plan offers only a single stream (one device at a time) and standard-definition video. That’s one dollar less than its standard $7.99 monthly package, which offers HD video and streaming to two devices simultaneously.
Netflix also is testing a $9.99 monthly option that provides up to three simultaneous HD streams. ”We always are testing new things,” Netflix chief communications officer Jonathan Friedland said in an emailed statement. He added that not everyone will see the new options and they “may not be something we ever offer generally.”
Wall Street analysts have suggested that Netflix has pricing power to modestly raise prices – but the company will be cautious before changing pricing plans in any significant way. The company suffered a backlash two years ago after splitting apart DVD-by-mail and streaming services, effectively raising prices on many customers up to 60%.
Netflix earlier this year introduced a “family” plan at $11.99 monthly, which lets subscribers stream up to four programs simultaneously (versus two with the regular plan).
News of the Netflix lower-priced test was reported Monday by Adweek.