I think you should also consider that if Ultraflix gets exclusivity of certain new blockbuster movies, then all owner of 4k TVs with access to ultraflix will be tempted to try Ultraflix therefore the ultraflix users can jump from 1 million to 40 million, for example, in many instances. If 40 million rented 10 dollar movie in one day, 400 million dollars of gross income is easy money. If ultraflix gets exclusive streaming of 1 or 2 blockbuster movies every month, 400-800 million per month ( if there are 40 million 4K TV owner) is a possibility knowing the fact that content is scarce and 4k is a new craze that people will try anything. This is only for 1 or two movies.