Back when 4K video was first introduced, most consumers didn’t understand this game-changing technology. But now that 4K has been on the market for quite some time, awareness and demand for it is steadily rising.

Suffice to say, you don’t have to spend much time watching 4K to understand the fuss. It blows 1080P resolution out of the water. It’s the difference between seeing a field on TV and being able to make out a caterpillar inch along a blade of grass.      

That’s why Roku’s recent foray into the 4K TV market is so exciting. First, Roku introduced Roku 4, which offered 4K content. Just recently, Roku released its first line of 4K UHD Roku TV models. Roku, in fact, has plans to introduce about 60 new TV models onto the market that will work in conjunction with its streaming service. What’s more, the company is releasing its Roku TV HDR reference design so that its TV partners will be able to easily integrate HDR technology into upcoming 4K UHD Roku TV models, CED reports.

As you can see, Roku is making 4K content more accessible—and affordable—for pay TV customers. One such model, for instance, the Insignia NS-50DR710NA17, is priced at under $500. At this price, many more customers will undoubtedly be buying 4K-enabled TVs in the near future. This should come as welcome news to small cable operators looking to implement 4K video into their lineups, or even into skinny bundles.

With this in mind, if your company has yet to embrace 4K television, it may be worth considering how you can implement this next-generation technology.