As of end of March 2015, LG U+ recorded over 100,000 4K UHD service subscriptions - for the first time for a pay TV service - closely followed by its competitor, KT.

As KT continues its effort to be the #1, the tight race for 4K UHD market domination between the two is expected to get even tighter.

On April 29, LG U+ announced that as of March 2015, households subscribing to its 4K UHD IPTV service, "tv G 4K UHD", reached 125,000, which is more than double of 60,000, its subscriptions only a month ago.

Considering that it was only last October when the company first released an 4K UHD set top box, the subscription has increased by 20,000 per month on the average.

Supporting competitively high definition and hottest smart features, the company has pursued its two-track sales strategy, aggressively targeting NOT ONLY those who already had 4K UHD TV, BUT ALSO those who are currently subscribing to full HD TV service. And the strategy seems to have been very effective.

An LG U+ employee explained, "We expanded our customer base by proactively targeting our current full HD TV service subscribers because they can be our potential 4K UHD TV subscribers." He also added, "A variety of smart features supported by our new set top box, including 4-channel multiview, Earphone TV, LTE Live, etc., also played a large role in attracting more new subscribers."  

LG U+ is pushing forward with its aggressive 4K UHD service marketing strategy, to get out of the heavily saturated HD market and enter a new 4K UHD market where an alternative growth engine can be found. The company has about 2.28 million IPTV subscriptions, the least among the top 3 IPTV service providers, but has the most 4K UHD TV subscribers among them.