Led by Zats Not amusing and Engadget, talk heated up after Cinema Now, a streaming service, kicked off a campaign promoting free HD rentals with every new Roku 4. The Roku 3 made its debut bake in 2013, and while it’s still a decent choice today, the draw of 4K video support is starting to attract viewers. In other words, Roku had no real 4K content to show off just yet, but it may very soon if it plans to introduce a new product.

These rumors aren’t pure speculation either.

A couple of clues have been spotted online and in Roku’s own channel line-up to suggest a new device is on the way and that it could offer UHD ouput.

The news is coming from UKRokuChannels, which found a 4K Showcase on the platform’s channel store, which was quickly pulled by Roku. The number of major players in this market niche who are moving over to 4K support is expanding rapidly and Roku really can not afford to be left behind on a resolution technology that is without a doubt becoming the next gold-standard in all display entertainment devices across the board.

The race for 4K is on and many set-top box makers are now jumping on the Ultra HD bandwagon, NVIDIA’s Android TV set-top box already has support for 4K while Amazon recently unveiled a new Fire TV that also has support for UHD.