Netflix have been streaming 4K for over 3.5 years. They also have HDR and are starting to stream Atmos. Lots of content streamed at high quality. They were streaming 1080p around 5 years ago if memory serves.
Amazon have a decent selection of 4K now and that will only get better.
NowTV are charging what they charge for... 720p. Seriously?
Isn't it about time they upped their game? It's one thing to be a bit behind the competition but they are now so far behind I have to wonder if they are interested at all in the quality of the streaming service they are providing.