Many consumers have been accessing 4K content from streaming services like Netflix and Amazon, and DirecTV has made several announcements in 2016 around UHD broadcasts of sporting events from football to golf and more. In other 4K delivery news, SES reported this week that four more cable operators across the country have joined with its 4K content trials, which brings the total operator count to eight that are currently assessing the satellite-based solution.
Subscribers need to upgrade to new 4K Ultra High-Definition (4K UHD) televisions to access the content of course, and new data from the Consumer Technology Association indicates that many of them do have the technology high on their holiday wish-lists this year. CTA predicts holiday shipments of 4K UHD TVs in the United States could reach 4.5 million units, putting total 4K UHD sales for 2016 to 10 million units.
The CTA says that’s a robust 40 percent increase over 2015 as sales of 4K UHD TVs continue to increase as more brands and screen sizes are available at lower prices. The association also points to the availability of advanced technologies like High Dynamic Range (HDR) and Wide Color Gamut (WCG) as part of the reason that demand is growing.
The CTA originally predicted total unit sales for the year would reach 14.5 million, and the lowered forecast reflects finalized Q2 data showing a more gradual growth curve as TV makers transitioned to new 4K UHD models, according to Steve Koenig, CTA’s senior director, market research. “We also expected to see TV manufacturers move more quickly to a greater mix of 4K in screen sizes above 40 inches, which now appears to be shaping up as a 2017 trend,” he notes.
CTA further forecasts that 4K UHD displays will account for 56 percent of all TV sales during Q4 2016 as the category moves toward making up almost half of total annual TV purchases. The association’s annual holiday research shows TVs are among the most desired technology holiday gifts this year, behind notebook computers and tied with smartphones.
“We’ve been bullish about 4K UHD since day one, and market growth continues to justify our enthusiasm,” CTA president and CEO Gary Shapiro says. “Manufacturers are introducing an increasing variety of 4K UHD displays at a range of price points. Many of these displays include new innovations like HDR and WCG that make the viewing experience more immersive. Strong growth in display sales, combined with the increasing number of 4K UHD Blu-ray discs and other content, 4K cameras, and additional devices in the market will cement 2016 as a ‘banner year’ for 4K UHD.”
