Apple is pretty much the only company that cares about this it seems, I honestly wouldn’t be able to tell the difference between 4K HDR content available on iTunes/TV+ vs Blu Ray.
If you subscribe to Paramount+ in the TV app, you get the entire library in a higher bitrate compared to actually using Paramount+, it’s incredible how unwatchable some shows were bc P+ basically just thought 1080p 8mbps H264 was good enough for everyone.
Apple are setting a good example for sure, I use them a lot for rentals if it's something I don't know if I want to physically yet, or otherwise just want to watch there and then.
Their original content on TV+ looks and sounds incredible, and while you do sometimes come across licensed stuff on iTunes that is only 1080p SDR, I don't recall any time I've bought or rented a movie from there and been reminded of the 700MB DVD rips I used to download as a teenager. I'm sure there are some stinkers, but it seems far less prevalent.
If you subscribe to Paramount+ in the TV app, you get the entire library in a higher bitrate compared to actually using Paramount+, it’s incredible how unwatchable some shows were bc P+ basically just thought 1080p 8mbps H264 was good enough for everyone.