Global 3DTV sales set to soar

Global 3DTV sales are set to increase 166% by 2017, according to research from Futuresource Consulting.

The 3D television market is expected to reach 157.7 million sales in 2017, up from a forecast of 59.3 million for 2013.

However, the UK 3D landscape remains split, with Virgin Media increasing its range of 3D broadcasting, while ESPN and the BBC have postponed trials due to lack of appetite for the technology.

“To date, the unique appeal of 3D to the consumer is that it offers greater immersion in content, and it also allows both broadcasters and TV panel manufacturers to charge extra for a premium feature,” said Sam Leech, research analyst at Futuresource.

“This extra dimension of user engagement is now challenged by new technologies that do not require the complications currently involved with accessing 3D content. A number of major broadcasters are now diverting investment to other initiatives, such as 4K and multi-screen content delivery.”

Following the withdrawal of 3D projects from major players in the industry, Research the Media’s Richard Marks has argued that the major difficulty so far for the 3D industry is researching the likely uptake of new technology and services.

“The biggest challenge isn’t whether 3DTV can regroup and come back with something better, but estimating public demand,” says Marks. “For that, research will need to be three dimensional and cut through what people say they want to what they will actually do.”