With the recent announcement of the fourth generation Apple TV, Apple is enabling developers to put cursor to code and finally create apps for the Apple TV for the first time. This development will bring apps into the living room on an unprecedented scale and has the potential to open new arenas for the more tech-inclined galleries and artists to showcase their work and reach new audiences. Apple TV and tvOS aren’t just providing a massive amount of displays to exhibit, but a platform on which they can sell reproductions of their work to a broader audience than ever before.

Since last year, Electric Objects has been working on a similar idea—an absolutely beautiful display technology that pulls artwork to be showcased within the home. With 2,246 backers pledging more than $750,000, there is clear interest among consumers for new and interesting ways to integrate technology and art into everyday life, in the most accessible venue—their homes.

Where Electric Objects is providing a magical, portrait-oriented, and nearly print-level display, Apple TV provides an opportunity to tap into existing real estate on the televisions already in the home. What will this mean for enterprising galleries, artists, and the companies that represent them?

Consider the possibilities for an online company like Society6 with Apple TV and tvOS, serving as an online marketplace for artists to upload high-resolution images of their work and sell them digitally, just as they would with traditional physical media. Not only can Society6 build an app that showcases artwork, it can now leverage in-app purchasing and provide a way to purchase anything from elaborate wall art to iPhone cases.

Retailers don’t have to be the only enterprise to jump on this new platform—galleries such as The Metropolitan Museum of Art, Smithsonian, or Le Louvre are also ripe for digital disruptions. These institutions can blur the lines between the physical and digital by leveraging tvOS to bring collections right into the homes of patrons. Just like Society6, advancements in connected TV devices like tvOS and Apple TV provide entirely new platforms to bring the gift shop into the home, not to mention events and exhibition information. To push the boundaries of traditional gallery experiences even further, the accelerometer and gesture recognition capabilities of the new Apple TV remote could even be used as a way to navigate gallery spaces in a Google Street View–like capacity.

When a new technology is initially released to the public, sometimes it’s difficult to imagine how it will be used in the real word. With hardware created for the home setting, the quick assumptions for how customers will expect to leverage large beautiful displays will be interactive games and traditional media consumption. But new markets are waiting to be discovered and taken advantage of, bringing new immersive experiences and interactive marketplaces into the living room in ways we previously could never imagine. And considering the opportunity for artists and institutions alike to better reach and engage with their audiences on tvOS, it seems that art might just be one of them.