​One of the most striking things I found in covering CES 2014 this year in Vegas was just how often Netflix and CEO Reed Hastings seemed to pop up at the tech confab.

During Monday’s Press Day events, practically every hour brought another press release and dog-and-pony show that detailed how the little red Netflix icon was going to be even more seamlessly integrated into the next generation of TVs and screens.

As the folks that manufacture TV sets try desperately to convince the public that 4K content is a reason to upgrade to a new television, it appears that Netflix is going to be one of the biggest players in delivering that content to the new screens.

Before CES this week, it wasn’t really clear whether there was going to be enough 4K content to justify new purchases.

But then Netflix CEO Reed Hastings appeared at LG’s Monday morning Press Day event to reveal that the company would be streaming 4K content to 12 new LG sets, including hit political drama “House of Cards,” whose new season was filmed in 4K. Hastings also the one tapped to help LG unveil its new WebOS Smart TV platform, which allows users to seamlessly flip between live TV, the web, and other services, like Netflix or Hulu.

Next up was Samsung, who will also offer Netflix 4K content (along with a raft of other providers). Hastings wasn’t present for this announcement, but Netflix’s inclusion in a list of other content providers means that it’s not putting all of its eggs into one TV manufacturer’s basket.

Then it was Sony’s turn for a Hastings appearance, where he announced that they, too, would be featuring Netflix’s 4K streaming app in its new 4K Bravia TV sets.

Oh, and Netflix used the Sony press conference to announce that all of its Originals moving forward would be shot in UHD.

Rival Amazon Studios is also shooting its Originals in UHD moving forward, but it’s Netflix that really sought to come out with the 4K guns blazing at this year’s conference, with The Verge declaring that the streaming service “won” CES. The editors at The Verge pointed out that Netflix understands it’s not the big, fancy TVs that are important for viewers, “but what you watch on them.”

While it remains to be seen whether a wide swath of consumers will have fast enough internet connections needed to stream 4K content, this week’s announcements show that when they do get them, it will be more likely than not that Netflix is going to be the go-to source for the 4K versions of the shows they want to watch.

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