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IHS: 3D Home Market ‘Thriving’

22 Dec, 2012 By: Chris Tribbey


The global 3D consumer market for the home is “thriving,” thanks to a robust 3D cinema slate and increased consumer spending on 3D products for the living room, according to a new report from IHS Screen Digest.

The study shows spending on 3D Blu-ray accounting for nearly 11% of overall 3D content spending in 2012, compared with 6% in 2011. For 2012, 3D Blu-ray spending accounted for $214 million out of $2 billion spent on 3D content in the home and in theaters, according to the report.

“In an age where consumers have at their easy disposal a virtual treasure trove of entertainment options to draw from, the encouraging growth of the 3D medium is remarkable to behold,” said Tony Gunnarsson, analyst for video at IHS Screen Digest. “The continuing expansion of the industry is especially significant when one considers that 3D is but a small niche of overall digital viewing, and that consumers have to shell out considerably more money for 3D products, which are priced at a premium and not necessarily an easy sell in these economically uncertain times.”

While the report has worldwide 3D-capable screens up four-fold since 2009 (9,000 compared with 43,000), and 3D box office receipts up significantly between 2010 and 2011 (from $6 billion to $7 billion), it’s the overall trend in 3D content in the home that should be encouraging, according to the report.

Spending by U.S. consumers on 3D Blu-ray is up 94% compared with 2011, with 3D Blu-ray unit sales expected to hit 9.9 million units for the year.

“Despite the relatively small market for [3D Blu-ray], the format plays an important role for overall physical video,” Gunnarsson said. “[It] is already being marketed as the ultimate home-video experience, and studios are pricing 3D home video well above Blu-ray 2D versions.”

The three biggest European markets — the United Kingdom, Germany and France — also are expected to help grow the 3D at home market in the coming years, according to the report.

It’s not just 3D Blu-ray: According to the report, 37 dedicated 3D channels have launched worldwide since 2010, along with 38 dedicated 3D event broadcasts. The IHS report estimates consumers will spend $76.1 million for 3D VOD by 2016, up from $11.1 million in 2012.

About the Author: Chris Tribbey

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