Consumers are embracing 3D, according to IMS Research, who estimates that 5.99 million 3D TV sets will ship worldwide in 2010 and forecasts that over 218 million 3D TV sets will ship cumulatively from 2010 to 2015.
In a recently published study entitled 3D Video & Gaming in the Home, IMS Research identifies popularity of 3D theatrical releases and intense competition in the home entertainment space as some of the key drivers behind the deployment and aggressive pricing of 3D TV sets.
Anna Hunt, report author and principal analyst at IMS Research, said in statement, “Within five years, the majority of high-end large-screen TV sets and Blu-ray Disc players are likely to offer 3D capability. The price premium of 3D models in these markets over similar 2D products is expected to diminish quickly. Without a significant price premium, consumers are likely to future proof their purchases by opting for devices with 3D.” The company forecasts that by the end of 2015, over 241 million homes will have a 3D Blu-ray Disc player and over 280 million TV households will have an HD set-top box.
Hunt added, “Aside from Blu-ray, many HD set-top boxes can facilitate delivery of 3D service from operators that use a frame compatible format. With such a large installed base of 3D-capable devices, content makers should see enough of an incentive to aggressively pursue 3D content creation.” Numerous pay-TV operators are offering or planning to offer 3D content to HDTV subscribers at no additional cost over the existing HDTV package pricing. Initially, this may be a common practice until more 3D content is available.
The growing consumer interest is also confirmed by research firm In-Styat. By 2013, one in five new TVs sold in the US will be 3D, according to the company. Year-over-year shipment growth will be 231% between 2010 and 2011, resulting in a doubling of the US installed base of units for 3DTVs from 2010 to 2011.”
“High definition did create a wave of activity in the US market, not seen since the introduction of colour,” said Stephanie Ethier, In-Stat analyst. “3DTV promises to be the next significant innovation wave for living room entertainment.”
In Europe, research form GfK recently announced figures for the European market (see Broadband TV News here) and The Netherlands (see our report here).
