8K TVs are here to stay, and it looks like Amazon Prime Video is fully supporting the enhanced resolution technology.
Prime Video is the latest member of the 8K Association, a cross-industry body that exists to promote the growing ecosystem of 8K content and devices – and which also offers an 8K TV specification standard to ensure that customers get a minimum of features and capabilities. with every 8K TV approved.
Prime Video is joining Samsung, TCL and Panasonic in helping to establish a roadmap for 8K technologies, suggesting that the TV streaming service has 8K TV shows and movies in its sights.
You will not currently get 8K support on any mainstream TV streaming service except the weird video on YouTube. Content providers are still learning about support for 4K resolution, and it will likely be some time before native 8K content – videos shot and displayed in 8K – becomes a sensible business proposition for most companies. between them.
As 8K TV sales increase, they still represent only a fraction of the overall TV market, and the prevalence of mobile phones means that many consumers watch TV on relatively low resolution screens.
Nonetheless, 8K is certainly coming, and it makes sense for content providers to get involved in planning for its future. Amazon’s interest in 8K, however, is likely related not only to the overall direction of the TV market, but also to Samsung’s current strategy around 8K TVs.
Is 8K the future of TV series?
Prime Video is creating huge amounts of original shows and movies, in an increasingly crowded market for streaming services – Netflix and Amazon now set to compete with Disney Plus, Apple TV Plus, HBO Max, and Peacock, among others.
While the quality and diversity of content will separate the winners and the losers in the short term, the effective implementation of increasing picture standards will be a key element in the long term – ensuring that the best TV streaming services show up under. their best day on high-end home cinema screens. .
And as 8K TVs drop in price and become more readily available to the average household – as 4K TVs are now – support for native 8K content is only going to become more important.
We’re already seeing this for dynamic HDR standards like Dolby Vision and HDR10 +, which elevate the picture quality possible on compatible TV screens, but are implemented quite inconsistently across different streaming services. While Amazon supports both standards, for example, it mostly stores titles in the less popular HDR10 + format, while HBO Max and Netflix opt exclusively for Dolby Vision.
What’s worth noting, however, is that Samsung TVs exclusively support HDR10 + over Dolby Vision, which means Prime Video is one of the best smart TV apps for Samsung TVs.
With Samsung aggressively seeking 8K resolution for the best Samsung TVs every year, Amazon is probably only consolidating its position – it’s worth it, given Samsung’s status as the world’s largest TV seller.
it is just beginning
8K Association certification is becoming increasingly complex, with the introduction of an Ambient Contrast Ratio (ACR) standard “to help ensure good picture quality under different ambient lighting conditions”.
Gaming specs like VRR (Variable Refresh Rate) and ALLM (Automatic Low Latency Mode) are also now built into the certification, meaning gamers should be able to buy an 8K TV with confidence in its ability to display. current generation console games at their best.
8K might not be quite the dominant force, but minimum expectations for 8K quality are rising all the time – and seeing content providers like Prime Video meet those standards can only be a good thing. long-term.