There are several studies which say that viewer emotional engagement caps out at 1080p, and the only thing that drives more engagement beyond 1080p is HDR/WCG a

There are several studies which say that viewer emotional engagement caps out at 1080p, and the only thing that drives more engagement beyond 1080p is HDR/WCG and HFR. Customers are also not as willing to pay for 4k as those invested in UHD would like to think. It's a "nice to have" and having big numbers makes people feel good, but it doesn't actually make them love the content more.