Currently, 4KTVs are staples in the U.S. TV marketplace --- even with limited 4K quality programming being distributed. Around 50% of U.S TV homes have at least one 4KTV set -- but only around 55% have actually viewed 4K content.
So what’s the prospect for 8KTV sets?
Seems IHS Markit’s October forecast for 430,000 worldwide of 8KTV shipments in 2019 has now been revamped: 138,500 will ship this year. And that is not the worst of it. This is the second major reduction in this projection, whereas in 2015 it was estimated to be 911,000 this year.
Maybe consumers are asking: What am I really getting here?
For 4KTV, it's all about price. Consumers don’t mind buying the latest technology -- even if they can’t see all the benefits -- as long as that price tag is comparable (or less) than they would expect without it. High-quality 4KTV sets -- big screens -- can easily go for less than $1,500. So why not buy in?
Back to 8KTVs. One analyst says a key indicator comes from China, where those TV sets have yet to spark major interest. This is a country where TV sets are viewed more as a status symbol than anywhere else in the world.
At the same time, there is competition among all screens, no matter what the size, according to analysis. Consumers are interested in having the best smaller screens, as with smartphones. This also includes smaller TV screens, which is a problem for manufacturers where there is little to no profit margin.
In Japan, there is a different mindset. Its big NHK broadcast network is ready to air the Summer Tokyo 2020 Olympics in 8K -- something it started during the Rio Olympics in 2016.
Technology always leads. Many analysts have pointed out that TV, media and other screen technology has always been the lead instigator for content/platforms developers to then adopt to new devices.
But at some point, can we assume there will be a growing consumer media product glut? Should we take a clue from iPhone sales, which are way down compared to previous options" It may be why Apple has pushed into consumer services, not just devices.
We constantly hear it’s all about content, or features of devices/products, or new platform services. What happens if that glut of innovation means consumers are taking more time to make big changes in all areas of media consumption?