40% of European homes will have 3DTV by 2015

Demand for larger screen sizes is expected to continue to grow, as prices for televisions of 40 inches and above have now reached the level of mass market appeal. Additionally, early adopters of flat panel TVs are looking to replace their original set with a larger more feature-rich model, opting for value-add features like ultra-thin bezels, connectivity, energy saving and 3D capability. These new technologies will ensure that future replacement rates will stay similar to today’s levels.

“Nearly 40 per cent of homes in Western Europe will own a 3D TV by 2015,” said Futuresource, “which equates to an installed base of nearly 65 million. Whether consumers use the feature or not, they will be buying it by default, as the technology will increasingly be incorporated in many of the sets in manufacturers’ product ranges. And where previously there was little 3D content available, the growth and acceptance of 3D is now being driven by the broadcasters. Going forward, the increased availability of 3D content will encourage viewers to engage with and evaluate 3D offerings.”

“3D Blu-ray players are also beginning to gain traction in the market and close to 50 per cent of homes in Western Europe will own such a device by 2015. Although there was little 3D content available on Blu-ray last year, this is definitely being addressed this year, with 43 BD titles now available in the US, 37 in the UK and 30 in Germany. And it isn’t just about Hollywood content either, with nature and special interest titles being released – in the US, 33 per cent of titles released so far are non-Hollywood content, which is adding to the diversity, generating interest and encouraging consumer engagement.”

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