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Awareness of and interest in 4K/Ultra HD TV is growing among the general public, according to a new report from the NPD Group.

More than half (52 percent) of consumers surveyed said they are aware of 4K and one-third said they are very likely or somewhat likely to use a 4K UHD TV in the future. Both statistics increased among men and spiked to 73 percent among consumers who already own an Internet-connected TV. Additionally, interest is much stronger among Millennials.

“While sales are spiking and demand is high, 4K UHD TVs remain an early adopter product,” said John Buffone, executive director, industry analyst, NPD Connected Intelligence. “Our data shows that just 8 percent of consumers say they have used a 4K UHD TV. But, all of the trends point towards rapid growth during 2016 and beyond.” More than 6 million 4K/UHD TVs have been sold through April 2016.

Along with growing hardware adoption availability of 4K UHD content continues to grow on TV, Blu-ray Disc, and from streaming services such as Netflix and Amazon. Increased consumer desire for and awareness of 4K streaming video services has accompanied the growing adoption of 4K TVs. One-third (32 percent) of those surveyed are already aware of 4K streaming services, according to NPD data. Awareness increases to 42 percent among 18- 34-year-olds, with 32 percent also interested in using the services.

“Demand for 4K video is only beginning to proliferate,” Buffone said. “Streaming video providers have been leading the market in terms of delivering 4K UHD content, and we expect them to continue to increase their programming array to satisfy growing consumer demand.”