The falling price of UltraHD LCD TV panels has led to corresponding declines in the price of finished sets in recent months, increasing consumer adoption and household penetration. IHS predicts that, by end-2017, most 50″+ TVs will be UltraHD models.
Penetration will be especially high in the USA, with its strong economy and consumer demand for large-screen models. IHS has forecast a 34% penetration rate for these sets in the country by 2019.
The European Union will see household penetration of 25% in 2019, supported by growing content availability from internet and pay-TV providers. Switzerland, at 32%, and the UK, at 31%, will lead the way.
Although Japan is a premium and developed TV market, IHS forecasts UltraHD penetration of just 14% by 2019. This is because most households already have relatively new TV sets. Consumer demand rose between 2009 and 2011, which combined a subsidy programme for energy-efficient products and the advent of analogue switch-off.
“With the Japanese consumer preference for smaller TV screens, it will be more difficult for 4K TV to expand its household penetration in the country, even though UHD broadcasts are set to begin in 2018, in the run up to the Tokyo Olympic Games in 2020”, said IHS’ Hisakazu Torii.
Unlike Japan, UltraHD TV adoption is expected to be relatively high in China. Penetration will reach 24% in 2019. Other emerging countries, where smaller LCD or even CRT TVs are the norm, will see lower levels of adoption: 11% in Russia, 8% in Brazil and 2% in India.
Analyst Comment
The comments about the Japanese market remind me of the comments from the IHS event at IFA, when it was pointed out that although Super Hi-vision (8K) is being developed in Japan, that country likes smaller sets where the impact of that resolution will be limited. (BR)
