Streaming video accounts for more than 80% of internet traffic, and over 90% of content is streamed in FHD or lower resolutions from a variety of services such as OTT and cloud gaming. On the other hand, the market share of displays that support 4K or higher exceeds 50%. This is much higher than the number of high-resolution content being delivered. It's only natural that service users want higher quality video for a better viewing experience on their devices.