A senior executive at Netflix has confirmed this week that the online streaming service is hoping to offer 4K streaming options to customers inside two year's time.
Rather than balk at the bandwidth needed to transmit 4K (or Ultra HD as it's also known) footage, Neil Hunt confirmed to tech site The Verge that streaming is the best method of delivering the new technology.
"Clearly we have much work to do with the compression and decode capability, but we expect to be delivering 4K within a year or two with at least some movies and then over time become an important source of 4K," he said.
"4K will likely be streamed first before it goes anywhere else."
Hunt goes on to explain that House of Cards - an original series produced by Netflix - was shot in 4K then scaled down for transmission.
Although the average 4K television is well above most consumer price targets at the moment, the plan is that by 2015 the technology will become affordable.
In order to qualify as 4K or Ultra HD, video must be displayed with at least a 3,840 x 2,160 pixel resolution - roughly four times more detailed than current 1080p Full HD.
Netflix isn't the only company looking into 4K. As part of its PlayStation 4 announcement, Sony stated its intention to develop a 4K video streaming service.
For the full interview with Neil Hunt, head over to the Verge.