Netflix has confirmed it is testing different prices in the UK for its video streaming service after users spotted price increases on some devices.
The platform’s basic plan costs £5.99 per month, while its standard subscription comes in at £7.99 and premium costs £9.99, but some people have started noticing price hikes on the company’s sign-up page depending on the device or web browser they try to access it on.
The premium package has been pushed up by as much as £2 when trying to subscribe on some web browsers, while others have reported the basic and standard plan costing £6.99 and £8.99 respectively, an increase of £1.
Netflix, famed for popular TV series such as Stranger Things and The Crown plus hit original movies including Bird Box, said the price differences are part of a test to better understand the value of its service and are not definitive.
“We are testing slightly different prices to better understand how members value Netflix,” a spokesman said.
“Not everyone will see this test and we may never roll out these specific prices beyond this test.
“Our goal is to ensure that Netflix is always great value for money.”
At the beginning of the year, Netflix announced it was raising prices for its customers in the US as it continues to invest in more original content and in face of emerging competition from Disney and NBCUniversal which are planning to launch rival streaming platforms.
The standard plan in the US rose from 10.99 dollars (£8.33) to 12.99 dollars (£9.84) per month.
Another potential rival in the pipeline is Apple, which is expected to announce its own video streaming platform at its California headquarters next week.
In the UK, traditional broadcasters are stepping up their efforts, with the BBC and ITV announcing plans to collaborate on a joint subscription-based streaming service called BritBox, featuring new commissions, recent shows and old British favourites.