This year, you can experience the Summer Olympics like never before, thanks to 4K Ultra HD television technology, which is four-times sharper than conventional HDTV. For the first time ever, NBCUniversal is offering live coverage of the games in 4K UHD – delivering athletes’ performances in stunning clarity, color and definition.

What does 4K UHD mean for your Olympic viewing experience? With more than eight million pixels on the screen, you'll see a crisper, brighter and more colorful picture. You can feel the emotion of the opening ceremonies, thrill of a big win, tension of a close match or jubilation of a medal ceremony. And 4K UHD brings you the details of a fast-moving game – from basketball to soccer to volleyball – you would otherwise miss. It’s like you’re always in the front row at every sport!

This summer, more fans than ever will have the technology they need to make the most of the Olympic Games. CTA research projects shipments of 45 million TVs in the U.S. in 2021, and more than three-quarters of those will deliver 4K UHD. And by the end of 2021, CTA estimates almost 80% of all TVs shipped in the U.S. will have 4K UHD capabilities.

Our TVs reemerged as the hubs of our homes during the pandemic. Televisions are the most frequently owned tech product in the U.S. More than half of American homes now have a 4K UHD TV. And nearly one-third of Americans plan to buy new televisions in the next year alone.

“Consumers want a more immersive experience from their TV – and now they have it,” says Sayon Deb, manager, market research, CTA. “4K UHD TV and innovations across the entire video ecosystem get you that much closer to a ‘better-than-live’ experience right from your own home – so your next TV will probably be much better than the one it’s replacing, if you bought your last TV more than a few years old. The growing demand we see today is not a coincidence.”

No matter whom you’re rooting for this summer in Tokyo, the 4K UHD sports experience is something we can all cheer about.