Dish may not yet be following DirecTV’s lead in offering live 4K cable content, but the company says it’s embracing 4K in a notably different way. A new Dish announcement states that the company’s Hopper 3 DVR officially now supports streaming Netflix 4K content. Users will, of course, need to subscribe to Netflix’s Premium, Ultra HD tier ($12 a month) to actually watch this content. The Hopper 3 joins devices like the Roku 4, TiVo Bolt, Amazon Fire and Nvidia Shield in being capable of streaming in 4K.
Netflix is actively taking steps to broaden the availability of Ultra HD content, with plans to provide more than 600 hours by the end of this year, Dish CTO Vivek Khemka says of the new option.
As the cost of 4K TVs continues to decrease, consumer adoption of and interest in Ultra HD technology becomes more widespread. We re making every effort to provide our Hopper 3 customers with additional access to 4K programming as it s made available.
While Dish has embraced Netflix as a complement to traditional cable, other companies (like Comcast) see Netflix as a threat and have refused to add Netflix functionality to their set tops. Netflix’s rush into 4K (and emerging technologies like HDR) have given the company a distinct advantage against traditional cable operators, many of which still struggle to offer real HD quality at 1080p.