[nitwit005]

Netflix does charge more for 4k, so they simply pass along the cost: https://help.netflix.com/en/node/24926

[Retr0id]

Netflix still saves money when someone watches in a lower resolution.

[bobdvb]

There's a fine line, reduce quality too far and customer satisfaction drops. Some customers will have a higher tolerance to dropping quality than others, but you've got to draw the line somewhere.

So you do studies, you look at the impact of quality changes to customer churn and then you move the line appropriately.

[direwolf20]

Marketing emphasizing 4K helps reduce this.

[nitwit005]

Yes, but what they care about is profits. People aren't going to pay for the expensive plan if they can't actually use the features of it.

[Retr0id]

Most people who aren't getting proper 4K don't even notice.

[apparent]

Bingo. I mostly have watched Netflix for the last decade and recently tried Apple TV. It looks so much crisper. I didn't realize what I was missing.