Google has announced content from Google Play Movies & TV will get a free automatic upgrade to 4K for customers in Canada and the USA.
According to Google, your existing library will get a free upgrade to 4K automatically, when 4K content is available “from participating Hollywood studios.” So that means if you originally purchased in SD or HD, your content will get upgraded to 4K, even for streaming.
As of today, Google says “most 4K movies on Google Play will cost you less, so you have more options to enjoy upgraded movies.” There was no specific mention of how much these price drops are.
As for the Google Play Movies & TV app, it will let you stream your 4K movies on 4K Sony Bravia TVs, 4K Samsung Smart TVs and soon support for LG TVs, too. Google says their smart TV app on Samsung, LG and Vizio also has been updated with a refreshed design.
Google concludes to say “it’s now easier than ever for you to watch movies in the best quality possible, no matter which device you’re using,” adding they will continue to make improvements over time.
This move by Google matches what Apple did for the iTunes Store last fall, as it launched 4K titles ahead of the Apple TV 4K launch, while also automatically upgrading customers libraries in the process as well.