Video streaming service Netflix had cut its monthly subscription fee by a dollar for those only watching on a single screen, if they're also content with standard definition content.
The new Single User plan comes in at $6.99 a month, compared with the $7.99 a month the company is asking simultaneous viewing on two screens and HD content, where available.
The lower price point, which is currently only available to new subscribers, offers a reward for those users consuming less bandwidth and hence costing Netflix less money.
"This is just because we want to test it out among a group," a Netflix customer service rep told AdWeek. "[We] will definitely offer it on a wider basis."
Just last month the on demand giant attempted to combat the rampant password sharing by introducing a family plan on which four screens could be used simultaneously for $11.99 a month.
The company recently surpassed 40 million monthly subscribers as it seeks to broaden into top level, HBO-style original content with hit shows like Orange is the New Black and House of Cards.
Recent reports have suggested that, between them, Netflix and YouTube account for half of all peak-hour download traffic consumed in the United States.
Netflix boasts the lion's share of that 50 per cent, with Sandvine estimating the company racks up 31.62 per cent of downstream traffic. That's compared to Hulu's measly 1.29 per cent.
- Did you know the list of top quality, watchable movies on Netflix will thin-out considerably on Jan. 1? No more Top Gun for y'all.
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A technology journalist, writer and videographer of many magazines and websites including T3, Gadget Magazine and TechRadar.com. He specializes in applications for smartphones, tablets and handheld devices, with bylines also at The Guardian, WIRED, Trusted Reviews and Wareable. Chris is also the podcast host for The Liverpool Way. As well as tech and football, Chris is a pop-punk fan and enjoys the art of wrasslin'.