Austin, Texas – Approximately 40 percent of U.S. households will
have a 3D TV set by the end of 2014, according to a new study from
The firm forecast 3D TV penetration to be much higher in the
U.S., adding that worldwide penetration will only reach about 9 percent over
the same period.
Meanwhile, surveys of TV producers and service providers around
the world found most waiting for penetration rates of 3D TVs to increase
further before ramping up 3D TV production.
IMS said by the end of 2010, more than 50 broadcasters and pay-TV
operators will be offering 3D services to the home.
But, similar to theatrical 3D film releases, production of 3D
content specifically for home consumption will see a significant increase over
the next few years.
Anna Hunt, IMS principal analyst, said: “Although right now there
are only a few select operators and networks that have the resources to create
and deliver a compelling 3D offering, most leading service providers and
broadcasters around the world are considering how to enhance their premium
offerings by incorporating 3D.”
A survey of broadcasters and operators published in the study 3D
Video & Gaming in the Home revealed that 75 percent of the companies
surveyed plan to test or offer 3D over the next 18 months, out of which 20
percent have already launched 3D in some capacity.
Hunt added, “Increased adoption of 3D TV sets into homes will
further propel investment in 3D content production. Currently, low penetration
of 3D-capable displays in consumers’ homes is a leading concern of surveyed
service providers, followed by lack of standardized 3D formats.”