It's really not. The issue is that Disney and others pay per TB/PB delivered. So if they want to deliver double the bandwidth they better make money doing it.

It's really not. The issue is that Disney and others pay per TB/PB delivered. So if they want to deliver double the bandwidth they better make money doing it. Disney+ is barely breakeven and a year ago was burning nearly $600m in debt. Netflix has their own CDN nodes inside ISPs which helps them keep costs down, but then we now have ISPs like DTag demanding money from content platforms for peering bandwidth and lobbying legislators to tax content delivery to pay for their networks. Add to that, most customers don't care enough about 4K* to actually pay what it costs to make and deliver. There's zero incentive for content platforms to increase spending to deliver high bandwidth streams. * HDR has way more impact than UHD in customer testing.