While 4K TV set sales might be minuscule, and content ever rarer, and good content rarer still, that's not stopping box makers throw the feature into their products.
Now we have Amazon's new Fire TV offering 4K video content, with Google likely to announce similar moves at its upcoming launch event. Alongside them comes Roku with rumors of a new box.
The company is following Apple's trend of slow updates, with its last overhaul in 2013, so a new product is long overdue and will be eagerly snapped up be Rok-heads. A recent 4K showcase by the company suggests the feature is a lock-in, but will the Roku 4 also offering gaming to open up its feature list?