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Report: Global 3D TV Shipments to Soar, Eventually

1 Mar, 2010 By: Erik Gruenwedel

Burgeoning revenue from 3D theatrical releases has contributed to high expectations for 3D television sales, which could take at least five years to materialize, according to a new report.

Global shipments of 3D TVs are projected to top 78 million units by 2015, increasing by an annual compound rate of 80% from 4.2 million units this year, according to El Segundo, Calif.-based research firm iSuppli Corp.

Worldwide revenue from 3D TV sales will exceed $63 billion, up from $7.4 billion in 2010.

“While 3D television has been all the rage in the consumer electronics industry, the market so far has been more talk than action,” said Riddhi Patel, director of television system research at iSuppli.

Patel said recent announcements regarding availability of 3D-enabled Blu-ray Disc players and rollout of 3D TV models suggests the hype for the format at the Consumer Electronics Show in January is slowly becoming reality.

With premium pricing from $600 to $700 for 3D TV models above their comparable 2D models, iSuppli believes wider consumer adoption of the format won't occur until 2012 as prices decline and 3D content, including 3D movies on Blu-ray, becomes more of a reality.

Content is starting to become available this year from ESPN, DirecTV, BSkyB, SkyLife and other broadcasters and providers. ESPN, for example, is expected to broadcast 85 games in 3D this year. In addition iSuppli expects 40 to 50 video game titles in 3D to be released this year.

Patel said the issues surrounding user comfort and compatibility of required 3D glasses among CE manufacturers, including unit prices that could reach $300, will contribute to delayed wider adoption.

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