DisplaySearch forecasts the 3D TV market to ship 3.4 million
TVs in 2010, with the market expected to reach 42.9 million
in 2014. Based on this forecast, 3D TV market penetration
is expected to grow from a 5% share of total flat panel
TVs in 2010 to 37% in 2014.
"TV manufacturers have managed to launch products
very rapidly. We have seen a full range of 3D TVs in sizes
from 40" to 63" already available, and without
a doubt, there will be another wave of new products at the
IFA show in Berlin in September," noted Paul Gray,
DisplaySearch Director of TV Electronics Research.
"Through the first half of 2010, only two flat panel
TV makers in the US launched 3D TV products-Panasonic and
Samsung," observed Paul Gagnon, Director of North America
TV Research at DisplaySearch. "Based on early indications,
the launch of 3D TVs is similar to Samsung's rollout of
LED LCD TVs at the beginning of 2009, albeit at a slightly
slower pace. This would be in line with our forecast of
just over 2 million 3D TVs shipped in North America for
2010."
Despite the forecasted growth for 3D TVs, the consumer
electronics industry is running ahead of content availability,
as 3D content for TV remains limited to a small number of
movies, plus some sports events on pay TV, which are dependent
on cable providers. Blockbuster movies in 3D, such as Avatar,
will not be available for 3D TV in 2010. In addition, the
low penetration of Blu-ray players, and especially HD broadcasts,
outside of North America and Japan affects content availability.
Consumers may be tempted to wait for the ecosystem to develop
in order to have enough material to watch. This, coupled
with other significant obstacles for 3D implementation in
the home, like consumer perceptions of 3D glasses, remain
unresolved.
DisplaySearch research also shows how other technologies,
such as LED backlighting, are important. Analyses of the
latest energy regulations and the best sets on the market
shows how much progress has been made.
"The loss in light output from 3D has made display
efficiency a key attention point again. Otherwise, a new
generation of power-hungry 3D sets could return the industry
back to where it started in energy consumption," Gray
concluded.