According to the NPD Group, the 4K/UltraHD video format is the driver of growth within the flat panel TV category, with U.S. sales reaching $668 million so far this year, now accounting for more than 7% of overall revenue through Oct. 25.

Almost nine times the number of 4K TVs that were sold in 2013 have already been purchased this year. The growth occurred despite an average selling price of $2,400, significantly more than the $450 average for flat panel TV options overall.