The North American ultra HD market is anticipated to reach 10% of households by 2018, according to a study from ABI Research.
Despite limited 4K content, ABI states that declining 4K TV prices will facilitate the expansion of the installed base through normal upgrade cycles.
Price remains the most crucial factor for 4K TV adoption, but over-the-top services such as Sony’s Video Unlimited 4K service are expected to help early adopters bridge the content gap and raise consumers’ valuation of 4K as a TV feature.
The report follows Netflix’s announcement that the view on-demand service has recently been testing 4K video streams with the plan to roll the feature out next year.
Some analysts have voiced concerns about the requirements of the new technology in terms of bandwidth, however Sam Rosen, practice director at ABI said that 4K has the potential to become an ‘industry norm’ within time.
“… it will take time for the necessary infrastructure, installed base of devices, and content to come together before 4K becomes an integral part of how the typical TV household consumes video content,” Rosen said.
“We expect this could start to happen as early as 2018 in some regions. In the meantime, many consumers will have 4K panels without 4K content, or 4K game consoles without a 4K display, and will claim a superior 4K experience even though the technical merits are not quantifiable.”
However, the requirement to manufacture new television sets to suit the technology may pose a strong barrier, according to industry experts. Newsline columnist Raymond Snoddy asks whether the improvements offered by 4K are enough to persuade consumers to get rid of perfectly good, modern receivers.
“The television set manufacturers would like to turn the TV set into a fashion item along the lines of the mobile phone and persuade viewers it is perfectly normal to change their TV sets every two or three years to enjoy the latest upgrades,” said Snoddy.
“I wish them luck.”
