TV to drive demand for 3D-ready devices
The 3D display market is set to grow from 50.8 million units and $13.2 billion in revenue in 2011 to 226 million units and $67 billion in revenue in 2019 worldwide, according to NPD DisplaySearch. 3D TVs contribute heavily to this projection and create the largest revenue stream with anticipated growth from 25 million units in 2011 to approximately 180 million units in 2019.
“Despite some industry sentiment that the 3D bubble has burst, we expect 3D to continue to grow across several categories including TVs, portable devices, and public displays,” noted Jennifer Colegrove, PhD, Vice President of Emerging Display Technologies, NPD DisplaySearch. “In 2008, the 3D display market was under 1 million units and $902 million in revenue. By 2011, it had increased to nearly 51 million units and more than $13 billion in revenue. This is a trend we expect to continue.”
As 3D TV shipments increase, so will household penetration of the devices. NPD DisplaySearch forecasts 3D-ready TV penetration to increase from 10 per cent to more than 50 per cent by 2019 worldwide, but actual usage of 3D may not move as quickly.
“Our research shows that even though consumers own these 3D-ready TV devices, they haven’t viewed a significant amount of content on them,” noted Colegrove. “Before broader adoption can be expected, there is still a need for more 3D content and a smoother set-up process for 3D TV.”