3D TV Global Shipments to Reach 91 Million in 2014

The availability of 3D content will remain the greatest determinant of the value of 3D TVs to consumers – and as a result its achievable premium in TV sets. 3D TVs were launched with much fanfare at IFA 2009, but a year ago at CES, the first real products reached the market. Since then, shipments have made steady, although slightly disappointing, progress. Global shipments in 2010 were expected to total 3.2 million worldwide, according to the DisplaySearch Quarterly TV Design and Features Report.

“TV manufacturers really got ahead of themselves in 2010, and they forgot that a TV is a tool to watch content,” said Paul Gray, Director of TV Electronics Research at DisplaySearch. “People will only buy a 3D TV if there is enough content to watch, and in 2010, there simply was not enough 3D content available. As a result, only 4 percent of TVs 40” and larger had 3D capabilities.”

Despite this, competitive pressures in the industry are rapidly making 3D a compulsory feature. DisplaySearch forecasts that nearly18 million 3D sets will be shipped in 2011, rising to over 91 million in 2014.

“TV set makers are strongly committed to 3D, and they expect their strong lead to encourage content creators to follow,” Gray added. “Weakness in the North American TV market was largely to blame for slow 3D shipments, although our research shows that only 40 3D Blu-ray disc titles were available across all genres at the end of 2010.

“What is disturbing, though, is the prospect of a format war. It would be very damaging and consumers would opt to wait if they sense obsolescence, especially when they are already cautious about spending.”

DisplaySearch