Much has been said of te death of 3DTV in the US, but one research firm says that the fight is not yet over!
A respected display research firm is insisting that despite manifestly failing to live up to earlier hype, 3DTV does have a future, even if almost by stealth.
According to the NPD DisplaySearch 3D display technology and market forecast report TV to Drive Global Demand for 3D-Ready Devices, the 3D display market is set to grow from 50.8 million units and $13.2 billion in revenue in 2011 to 226 million units and $67 billion in revenue in 2019 worldwide. Moreover, 3DTVs are predicted to contribute heavily to this projection and create the largest revenue stream with anticipated growth from 25 million units in 2011 to approximately 180 million units in 2019.
“Despite some industry sentiment that the 3D bubble has burst, we expect 3D to continue to grow across several categories including TVs, portable devices, and public displays,” noted Jennifer Colegrove, Vice President of Emerging Display Technologies, NPD DisplaySearch. “In 2008, the 3D display market was under 1 million units and $902 million in revenue. By 2011, it had increased to nearly 51 million units and more than $13 billion in revenue. This is a trend we expect to continue.”
Even though the top line prediction is that as 3D TV shipments increase, so will household penetration of the devices, with 3D-ready TV penetration forecast to increase from 10% to more than 50% by 2019 worldwide, the analyst does caution that actual usage of 3D may not move as quickly.
“Our research shows that even though consumers own these 3D-ready TV devices, they haven’t viewed a significant amount of content on them,” noted Colegrove. “Before broader adoption can be expected, there is still a need for more 3D content and a smoother set-up process for 3D TV.”
Lack of content, low quality output, the need for 3D glasses and general high cost of ownership have to date been the principal gating factors deterring 3DTV adoption
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