Roughly 17% of broadband households in the UK, France, Germany, and Spain are planning to buy a flat-panel TV in the next 12 months and over 50% consider 4k an important or very important feature of their next model.
Among these future buyers, 54% are willing to purchase a 4k TV with the expectation that more content will be available soon, according to Parks Associates.
“European broadcasters like BBC and France Télévisions have been innovative in incorporating digital services to reach the public, so a spike in 4k set ownership could drive broadcasters to invest in new 4k media technologies,” said Glenn Hower, research analyst, Parks Associates.
“The entry of Netflix, Amazon, and other major players have created a crowded OTT market in Europe, and 4k could become a differentiator that broadcasters and media companies can use to attract viewers and even paying subscribers. It is never too early to plan for the 2018 World Cup.”
Among broadband households planning to purchase a flat-panel TV, 59% in the U.K., 57% in France, 53% in Spain, and 49% in Germany plan to purchase a 4k TV even though content is not yet widely available.
4K picture quality is an important consideration to a majority of flat-panel TV buyers in Western Europe and is highest in Spain and lowest in Germany. French broadband households are the most willing to pay a higher premium for 4k TV picture quality.
“International content licensing is complex, and attracting paying customers for subscription OTT services is challenging throughout Europe,” Hower said.
“Given that the EU OTT market is in a ‘Wild West’ phase in innovation and offerings, we will likely see some experimentation around 4k in 2016.”