Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


The Future is Here and in 4K Ultra High-Definition

Working together—retailers, manufacturers, content creators, content distribution platforms and beyond—to realize the potential of this exciting technology.

A few years ago, I said 4K Ultra High-Definition (UHD) television is our future. Today, that future is here. More and more consumers are voting with their wallets—captivated by 4K UHD TV’s immersive, lifelike viewing experience and the wide array of exciting technologies and features manufacturers are bringing to market. The Consumer Technology Association (CTA) projects U.S. unit shipments of 4K UHD displays to reach 16.7 million in 2017, a 41percent increase from the 10.5 million units shipped in 2016.

There’s no doubt recent years have been tough for the television business following the mass migration to High-Definition TV (HDTV) and flat display technology. But our Consumer Technology Sales & Forecasts report finds 4K UHD TV provides reason for optimism. The greatest improvement in TV since the introduction of HDTV, 4K UHD TV, particularly when combined with new technologies such as High Dynamic Range (HDR), stands poised to drive television sales and, along with it, opportunities for attachment audio and accessories sales. Shipment volumes for 4K UHD TV displays in year three since introduction vastly outpace sales of HDTV displays over a similar time period (2,331 for HDTV vs. 10,000 for 4K UHD TV).

To realize the potential of this exciting technology, we all must work together—retailers, manufacturers, content creators, content distribution platforms and beyond—to educate and excite consumers. That is why we are partnering with TWICE to create this Retailer’s Guide to 4K UHD TV. We specifically designed this Guide to serve as a valuable resource to help retail sales people become more knowledgeable, so you can share your expertise with your customers and to help ensure consistency of messaging as consumers research and shop for 4K UHD TVs. As you know better than anyone, an informed sales team that can sell consumers on the benefits and advantages of 4K UHD TV is key to driving sell-through of these higher-margin premium TVs this holiday season and beyond. We also are collaborating to create a series of educational videos and an upcoming webinar. Keep an eye out for these assets coming soon!

The truth is, there’s never been a better time to sell TVs. Consumers today have the widest variety of display choices ever, from UHD to interconnectivity through apps and the internet, and to home control and a range of eye-catching new designs. The advent of new technologies including HDR and Wide Color Gamut, combined with immersive sound, offers consumers an amazing and revolutionary home video entertainment experience.

Our members, from retailers and content providers to manufacturers of video and audio products, are united in our enthusiasm for 4K UHD TV. CTA will continue to use our resources to educate and excite consumers about 4K UHD TV and help drive them into your stores. Look to CTA and TWICE throughout the year to find the latest information, buying tips and consumer research. And let us know how we can help you grow this exciting new market.

Gary Shapiro is President and CEO of the Consumer Technology Association.