With Netflix raising prices just as fast as they are losing content, they must feel some pressure to add more value to the brand. They can’t even offer 4K streaming without charging extra for it while other services offer it at no additional cost and an overall cheaper monthly price, HBO Max for example. And the original content they have been releasing is hit or miss.
And they don't that many 4K movies or TV Shows to stream for the extra price while Amazon Prime is a hit or miss in the 4K it least it is part of the whole package and they also add 4K from other studios not just their originals.