Of the five countries surveyed, 36 per cent of video subscribers claimed UHD content effected their decision with the most interest coming in the 17 to 44 age bracket.
More than a third of video subscribers across the five markets surveyed – the United States, UK, Germany, Japan and Brazil – indicated that UHD content is important in their choice of video service, across both paid-for and free services
Consumers who indicated UHD content figured into their choice of video services were more likely than others to own connectable video devices – particularly games consoles and over-the-top (OTT) streaming devices, like Apple TV and Chromecast. Owners of Apple TV, PS4 Pro, Xbox One X and other 4K-capable devices had the highest uplift in connection rates to the primary TV screen, indicating a desire to consume the latest technologies and watch high-definition video content.
IHS says the finding is particularly important because most connected devices allow access to similar video content apps. Lower-cost devices, like Fire TV and Roku, saw little or no change in household penetration compared to those who indicated UHD is important to all other video subscribers.