4K HDR is now table stakes for premium OTT video
Bamboo Cloud published a blog post advising OTT operators on implementing 4K HDR streaming, outlining its technical aspects, including codecs like HEVC and AV1, bitrate ladders, and DRM requirements. The article describes 4K HDR as an expected baseline quality for modern smart TVs and details Bamboo Cloud's approach to handling these video formats.
Key Takeaways
- Bamboo Cloud says more than 70% of TV sets sold worldwide in 2026 are 4K-capable.
- Its codec ladder uses H.264 for compatibility, HEVC for 4K, and AV1 where supported.
- The post lists a default premium bitrate ladder from 240p at 400 kbps to 2160p HDR at 24,000 kbps.
- Licensed 4K and HDR delivery typically requires Widevine, FairPlay, and PlayReady DRM.
- Bamboo Cloud recommends starting with tentpole titles, not the full catalog, when rolling out 4K HDR.
Why It Matters
The immediate signal is simple: OTT operators can no longer treat 4K HDR as an optional upgrade if they want to match what viewers see on modern TVs. The post ties that expectation to concrete delivery choices — HEVC, AV1, adaptive bitrate ladders, and DRM for licensed content — rather than vague quality claims. It also frames rollout as a catalog and cost-management exercise, not a full-library switch. What to watch next is whether operators follow the suggested sequence: tentpole titles first, then visible 4K labels in the UI, then broader library expansion as new 4K content is produced.
Read full article at bamboo-cloud.com
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