When 4K resolution televisions first flooded the market in 2014-15, the TV sets were overpriced, and there was not much content on offer. Besides Tata Sky streaming the Cricket World Cup in 4K, there was no other service providing 4K content. Besides, internet speeds were on the slow side to support the smart TV ecosystem. The increase in internet speeds over the years and cost reduction have brought 4K televisions within the average consumer’s price range. Easy availability of the internet and 4K content availability on over the top apps has further provided a fillip to the sale of smart