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3D TVs

Standards, Technologies, and Services for the Emerging 3D TV Market

Research Report

Pages
33
Deliverables
Released
3Q 2010
Product Code
RR-3DTV-10
Price
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The 3D TV market is at an inflection point: it will either develop quickly and become a mainstream technology, or fade into being just another gimmick to sell higher-priced TVs. Much of the success of this will depend on some key factors driven by consumers, some driven by technology, and some driven by content creators.

• Content Availability - 3D TV sales cannot be driven solely by movies and physical media such as Blu-ray disc sales. The development of 3D broadcast content including sports, special events and original programming will be a key driver for consumer adoption of 3D TVs and other supporting devices.

• Content Quality - In addition to the content becoming available, it needs to be of a high enough quality to engage viewers and create sufficient momentum to sell devices. Bad horror movies released at the theater will not compel consumers to seek out 3D in the home. Technology vendors including Samsung and others are partnering with content producers to ensure that quality content is brought to consumers.

This study covers the market for 3D-ready televisions on a global basis. The forecasts were derived from ABI Research's overall flat-panel TV forecast database. Penetration rates for 3D were based on analysis of TV vendors, adoption of previous technologies including HD, as well as primary consumer research results. The report includes forecasts for flat-panel TVs, 3D-ready TVs, and consumer survey data from July 2010. The discussion also includes market drivers and inhibitors which will impact the consumer adoption of the technology.

What Questions Does This Report Answer?

  • What is the flat panel TV forecast?
  • What percentage of the flat panel TV market is expected to offer 3D?
  • What are the market drivers for 3D?
  • What are the potential inhibitors for 3D?
  • What do our consumer survey results reveal about consumer attitudes to 3D?

Who Needs This Report?

  • TV manufacturers
  • IC suppliers
  • Content holders
  • Service providers

Table of Contents

  • Executive Brief

  • Executive Brief: Top-Line Forecast
  • Executive Brief: Drivers
  • Executive Brief: Inhibitors
  • Executive Brief: Market Share 1H 2010
  • Executive Brief: Summary and Strategic Recommendations

Section 1.
Executive Summary
1.1. Market Drivers
1.2. Market Inhibitors
1.3. Key Takeaways
1.4. Forecast Summary

Section 2.
Market Issues
2.1. Content Availability
2.1.1. Broadcasters/Channels
2.1.1.1. Comcast
2.1.1.2. DirecTV
2.1.1.3. Verizon
2.1.1.4. ESPN
2.1.1.5. BBC
2.1.1.6. Sky
2.1.2. Upcoming 3D Movie Releases
2.1.3. What about Content Quality?
2.2. Market Drivers
2.2.1. Purchase of a Complementary Device
2.2.2. Theater Experience
2.2.3. Gaming
2.2.4. Adult Content
2.3. Potential Market Inhibitors
2.3.1. Consumer Acceptance/Quality of Experience
2.3.2. Pricing

Section 3.
Technology Issues
3.1. Introduction to 3D
3.1.1. Passive (Polarized) Glasses
3.1.2. Active Shutter Glasses
3.1.3. Compatibility
3.2. Development of Standards
3.2.1. DVB
3.2.2. SCTE
3.2.3. 3D@Home Consortium
3.2.4. SMPTE
3.2.5. ATSC
3.2.6. MPEG Industry Forum
3.2.7. HDMI
3.3. Screen Technology

Section 4.
TV Manufacturers, Devices, and Market Share
4.1. TV Manufacturers
4.1.1. Samsung
4.1.2. Sony
4.1.3. LG
4.1.4. Panasonic
4.1.5. Vizio
4.2. Market Share - 1H 2010

Section 5.
Market Forecasts
5.1. Methodology
5.2. Consumer Survey Results
5.3. Overall Flat-Panel TV Market Forecast
5.4. 3D TV Market Forecast
5.5. Comparison to Connected TV Penetration

Section 6.
Company Directory

Section 7.
Acronyms
Scope of Study
Sources and Methodology
Notes




13 Tables

Registered users can view table structure by clicking on the table title. Register now or Log in.
2-1
Select Samsung 3D-Ready TV Models,
4-2
Select Sony 3D-Ready TV Models,
4-3
Select LG 3D-Ready TV Models,
4-4
Select Panasonic 3D-Ready TV Models,
4-5
Select Vizio 3D-Ready TV Models,
4-6
3D TV Market Share, 1H 2010
5-1
Which of the following best describes your consideration and timeframe for purchasing a 3D-ready HDTV? Survey Results (n=671)
5-2
Why are you not interested/not sure about buying a 3D TV? Survey Results (n=358)
5-3
Total Flat-Panel TV Shipments by Region, World Markets, Forecast: 2010 to 2015
5-4
Total Flat-Panel TV Revenue by Region, World Markets, Forecast: 2010 to 2015
5-5
3D-Ready TV Shipments by Region, World Markets, Forecast: 2010 to 2015
5-6
3D-Ready TV Revenue by Region, World Markets, Forecast: 2010 to 2015
5-7
Total Connected TV Shipments, World Markets, Forecast: 2010 to 2015
9 Charts
  • 3D TV Market Share, 1H 2010
  • Which of the following best describes your consideration and timeframe for purchasing a 3D-ready HDTV? Survey Results (n=671)
  • Why are you not interested/not sure about buying a 3D TV? Survey Results (n=358)
  • Total Flat-Panel TV Shipments by Region, World Markets, Forecast: 2010 to 2015
  • Total Flat-Panel TV Revenue by Region, World Markets, Forecast: 2010 to 2015
  • 3D-Ready TV Shipments by Region, World Markets, Forecast: 2010 to 2015
  • 3D-Ready TV Revenue by Region, World Markets, Forecast: 2010 to 2015
  • D-Ready TV Shipments by Region World Markets, Forecast: 2010 to 2015
  • D TV Market Share 1H 2010