Now TV have barely just released their 'Boost' add-on which raises the quality of some of their content to a lofty 1080p with 5.1 sound.
Of course this is years behind the 4K streaming thats been available on Netflix and Amazon Prime... and nowadays Disney+
So, we should be thankful that they have finally got to 'full HD' - even though its at a cost premium and its only supported on a small number of devices. A first step.
.. but 4K? I doubt we will see that for a very long time - if ever. Im pretty sure that they are trying to keep the NowTV service as a 'poor mans service' and if you want the heady heights of 4K you can happily pay Sky loads of money for the privilege on SkyQ