Roku is bringing 4K streaming to its smart TV platform, though not its set-top boxes. Not yet, anyway.
The company made the announcement at the Consumer Electronics Show (CES) in Las Vegas.
The 4K shows and films will only be available on Roku-branded TVs, which are only available in the US. But it’s promised to bring the Ultra High Definition content to other manufacturers' TVs in the future.
It's working with Netflix to bring the content to customers. Netflix already offers some shows and films in 4K, most of which are homegrown series like 'House of Cards' and 'Breaking Bad'.
"As one of the first streaming services to offer 4K Ultra HD content to our customers, it's important for Netflix to work closely with partners like Roku to give consumers more streaming options," Neil Hunt, chief product officer at Netflix, said in a statement. "We look forward to bringing Netflix 4K Ultra HD content to Roku customers."
"With the maturation of 4K, including the dramatic price reductions of 4K TVs, the growing amount of 4K content available for streaming and the increased consumer awareness of the benefits of 4K, the time is right for Roku to offer Roku TV 4K solutions to global TV OEMs," said Roku chief executive officer Anthony Wood. "We are very bullish on 4K as we believe that streaming will be instrumental in its adoption. Bringing 4K to the Roku platform will give consumers even more choice and control of their entertainment viewing, and deliver the best streaming experience available."