Penetration of 3D-capable CE Expected to Grow Quickly

Many CE suppliers are deploying strategies that will result in quick proliferation of 3D devices into consumers’ homes. IMS Research 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, states, “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.” IMS Research 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 adds, “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 new study 3D Video & Gaming in the Home was published at the end of June 2010. It offers global and regional forecasts through 2015 for 3D TV sets, HDTVs, 3D Blu-ray Disc players, active shutter 3D glasses, 3D-capable games consoles, 3D notebooks, and HD set-top boxes. Forecasts are also provided for subscribers to 3D TV services, and projections are made through 2012 for the different types of content that will drive uptake of 3D-capable CE. Furthermore, the study includes: consumer survey results; pay-TV operator and broadcaster survey results; and analysis of technologies, key players’ strategies and trends in content creation.