Netflix may already be streaming its critically acclaimed show 'House of Cards' in 4K, but it reckons the technology is a way off being adopted by the masses.
"Market researchers predict that consumers will buy a million Ultra HD 4K TVs this year and even more in subsequent years," Netflix said in a blog post.
"We expect it will likely take up to five years before Ultra HD 4K becomes mainstream; when most of the TVs on the store shelves are Ultra HD 4K."
It also announced that it will start streaming more shows in 4K.
"Later this year, we expect to add another multi Emmy Award winning show 'Breaking Bad', and more Netflix original productions," it said. Several nature films from photographer and filmmaker Louise Schwartzberg will also be added.
More shows will be added as more 4K-capable TVs are sold.
Netflix started streaming in 4K recently, but only to the latest generation of Ultra HD TVs. Ultra HD (or 4K as it's also known) contains four times as many pixels as standard HD, so everything looks much sharper.
According to Business Insider, more than half of homes in North America will have 4K tellies in the next 10 years – that's a faster adoption rate than with HD TV.
So far, 4K TVs have been prohibitively expensive – just like HD TVs were when they first launched – but this is slowly changing.