Netflix has started testing a new subscription pricing structure across selected European markets, separating Full HD (1080p) and 4K streaming into distinct plan tiers. The move signals a potential shift in how the platform monetizes video quality.
What exactly happened
Over the past few days, users in parts of Europe began noticing changes in Netflix’s subscription options. Instead of offering a single “Premium” tier that includes 4K, multiple profiles, and spatial audio, Netflix is experimenting with a more granular pricing model.
Under the new structure, 1080p Full HD streaming is offered as a standalone premium tier, while 4K Ultra HD becomes an additional, more expensive upgrade. The change appears during account sign-up, plan upgrades, and billing section previews.
Netflix has not officially announced the test globally, which strongly suggests this is a controlled A/B pricing experiment rather than a platform-wide rollout.
Services affected
The test affects several parts of the Netflix ecosystem:
- Subscription billing and plan upgrades
- 4K HDR and Dolby Vision access
- Profile limits per household
- Smart TV, console, and Apple TV streaming tiers
Users on high-end TVs and home cinema setups are the most impacted, as 4K quality directly affects picture sharpness, HDR performance, and perceived streaming value.
Why this matters
Streaming platforms are under increasing financial pressure. Content licensing, original productions, live sports rights, and global infrastructure costs continue to rise while user growth in mature markets has slowed.
By separating 1080p and 4K into different price tiers, Netflix gains more flexibility in monetizing premium video quality. This allows the platform to attract price-sensitive users at lower quality tiers while extracting higher revenue from users with premium TV setups.
The move also reflects a broader industry trend. Streaming is no longer just about unlimited access — it is becoming a layered service where resolution, audio quality, simultaneous screens, and even ad-free tiers are monetized independently.
If the test proves successful, similar pricing models could soon appear on competing platforms such as Disney+, Prime Video, and Max.
What users should do now
Users should regularly check their current plan details under account settings to confirm whether 4K access remains included or has moved to a separate tier.
Those who rely on 4K and HDR streaming should carefully review plan changes before renewing or upgrading subscriptions. In some cases, maintaining the same viewing quality may soon require moving to a higher-priced tier.
If the new pricing model becomes permanent, users may also benefit from reassessing whether 4K streaming is essential for their viewing habits or whether Full HD remains sufficient.
External sources
Netflix Newsroom — Official Announcements
Ofcom — UK Streaming & Media Market Data
Statista — Netflix Market & Subscriber Data
The test confirms that streaming platforms are entering a phase where video quality itself is becoming a premium upsell rather than a standard feature.
