I’ve watched lots of films on AppleTV using iTunes and Netflix, I’ve not noticed any jarring artefacts.
The BBC iPlayer though has banding and images of light glistening on sea waves are horribly blocky.
I had assumed this was done to save money. A programme like Blue Planet II being a flag ship show, no doubt showing how good things can get.
Sounds like the ideal demo to show off UHD TVs in shops.