> Sometimes we ingest a title that would need more bits at the highest end of the quality spectrum — even higher than the 16 Mbps limit of the fixed-bitrate ladder. From just a cursory inspection using my Apple TV 4K, 12 Mbps is their target bitrate but their ceiling was ~16 Mbps. That's still only a third of what AppleTV+ offers (36/48) and only 2/3 of Disney+ (18/24). Netflix is still higher than Prime Video (10/14…
I'm confused, how are you getting this information? Does Apple TV have a way to display the bitrate ceiling?
Also, do you find the bitrate differences noticeable? On my 4k tv, I find Netflix looks pretty good, but Amazon looks pretty bad and HBO Now is awful of course (no Max yet, since I use a Roku.) This might be enough to get me to check out AppleTV+.