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Report: 40% of West European Homes Will Have 3DTV by 2015

27 Jun, 2011 By: Erik Gruenwedel

Data reflects CE bundling of 3D technology with new HDTVs rather than actual consumer interest in new format

Lethargic appeal of 3DTV in the United States does not appear to be an issue in Western Europe, with 40% of households in the region projected to own a 3DTV by 2015, according to a new report.

While 3D theatrical movies have become all the rage in Europe this year (compared with declining interest in the United States), the 3DTV install base will reach 65 million homes — driven more by TV unit replacements than actual consumer interest in the new home entertainment format, according to Futuresource Consulting.

“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,” said Jim Bottoms, director and co-founder of London-based Futuresource Consulting. “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.”

Indeed, the report said there are 10 million new TVs purchased annually in the United Kingdom, which has just 25 million households.

“That means that every home is going out and buying a TV every two and a half years,” Bottoms said, adding that global broadcasting of 3D content has increased threefold since June 2010.

Meanwhile, 3D-compatible Blu-ray Disc players are gaining traction in the market, with close to 50% of Western European homes owning such a device by 2015. Although there was little 3D content available on Blu-ray in 2010, this is being addressed by this year, with 43 (largely special interest) Blu-ray Disc titles now available in the United States, 37 in the United Kingdom and 30 in Germany.

Indeed, in the United States 33% of titles released so far are non-studio content, which is adding to the diversity, generating interest and encouraging consumer engagement, according to Futuresource.

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