Netflix might think 4K is five years from being mainstream, but that hasn't stopped the streaming service charging extra for viewing in the higher resolution in the short term.
If you want to watch Netflix shows in 4K right now, which has four times as many pixels as 1080p HD, making for a sharper image, you'll have to pay £3 more every month. The standard Netflix subscription is £5.99, while the 4K plan is £8.99.
This pricer plan also lets you watch the streaming service on up to four screens at once.
There is some good news, though. If you started using the service before August 12th, you won't be subject to the price hike.
So for once it does pay to be an early adopter.
Netflix has a relatively small stable of shows in 4K, or Ultra HD as it's also known. These include homegrown shows like 'House of Cards' and 'Breaking Bad'.
Netflix started streaming in 4K earlier this year. To take advantage of the better image quality, you'll need a 4K-capable TV and a fast broadband connection (Netflix recommends an average speed of 15.6Mbps).
Amazon has previously said its Prime Instant Video service would start streaming in 4K. One leak said it would arrive this month, though we're yet to see it.