UltraHD will be present in every region worldwide within the next decade. This exceptional growth will occur following the introduction of the first UltraHD channels into DTH subscriber homes by late 2015.
Utilising this technology as a key differentiator against terrestrial and IPTV competitors, DTH platforms will continue to expand ultraHD offerings. NSR’s DTH7 finds that leasing revenues for ultraHD content will reach $125 million by 2023, and during the period of 2013-2023, cumulative leasing revenues from Ultra HD will approach nearly $500 million, despite today having no leasing revenue attributable to Ultra HD.
“Over 3.1 million ultraHD TV sets were shipped in 2013, despite a lack of Ultra HD channels being broadcast yet, with the exception of a handful of demo channels, as well as some limited content via IPTV and YouTube,” explained Alan Crisp, NSR analyst and report co-author. “This shows the pent-up demand for Ultra HD, and helps support the “chicken-and-egg” phenomenon that occurs with any new technological standard.”
While the majority of these channels will be broadcast in established regions such as North America and Western Europe, East Asia is also proving to be a frontrunner. By 2023 it is expected that several dozen Ultra HD channels will be broadcast in East Asia, and even today the excitement surrounding this new technology is palpable in countries such as Japan, South Korea, and China.
“Despite the perception that Ultra HD is solely a ‘developed market’ phenomenon, we anticipate that developing regions such as greater China and South Asia will also contribute demand for Ultra HD content,” explained Blaine Curcio, NSR Analyst and report co-author.
“With this global proliferation, content providers will find greater economies of scale in producing Ultra HD content. In fact, all signs point to Ultra HD picking up significant steam moving forward, on a truly global scale. Further, we believe that Ultra HD, unlike 3D TV, will be able to sustain momentum and consumer interest moving forward, and will ultimately win out as the new ‘latest and greatest’ technological choice for consumers.”