A recent survey has found that 64 percent of video service providers and 
73 percent of content producers believe that consumers are willing to pay 10 to 30 percent more on their subscriptions for access to 4K UHD content. Ninety-six percent of video service providers and content producers believe that a majority of consumers and operators will adopt 4K UHD TV by 2020.

Nearly nine-tenths of total respondents will launch 4K UHD content by 2020, with 78 percent launching content by 2018 in anticipation of the expected adoption rates by consumers. In addition, 57 percent of respondents indicated that a key business driver for 4K is to retain ownership of the home platform. Despite OTT services leading 4K UHD adoption currently, this result indicates that 4K TVs with broadcast set-top boxes will be a strong 4K UHD business driver for more traditional pay-TV providers as well.