CES 2010 was a watershed for developments related to 3DTV. Many TV brands
announced their product lines, which included nearly 20 models for 2010. Major
content creators like Discovery, DirecTV and ESPN announced plans to roll out
3D channels and services in 2010 and 2011. Cable operators are aggressively
evaluating the roll out of services in 2010 too, while 3D movies in the
theaters are a huge hit (look at the results of Avatar). All of the key
ingredients for a 3DTV infrastructure and consumer service are in place, or
about to be in place. 2010 will see significant excitement around 3D and the
use of this content on TVs in the home. Therefore, a report that fully
evaluates this space to provide a comprehensive and authoritative 3DTV
forecast is needed by many players in the full 3DTV ecosystem.
Report Objective:
The objective of this report is to provide an authoritative 3DTV forecast for
anyone with an interest in this exploding market opportunity. Other 3DTV
forecasts already exist, but we wanted to produce the most thorough,
well-researched and well-reasoned forecast to date. By providing details of
our research, assumptions and forecast methodology, we allow readers to judge
for themselves the strength and validity of the forecast.
We also wanted to provide a forecast that is both regional (we have 7 regions
for the world) and provides a breakdown by the various 3D technologies that
can be or will be used for 3DTVs (we look at 7 different technologies). The
forecast provides a technology breakdown for each of the seven regions.
The ultimate objective of this forecast is to provide decision makers with a
trustworthy forecast that can help them make business, investment and product
planning decisions.
Highlights:
Total Available Market
Internal calculations based on TVs sales and replacement rates, plus
household calculations by country reveal a Total Available Market (TAM) for
TVs that is within less than 1% of other market research firm' s forecasts
Penetration Models
Nearly two dozen products examined for best models to use for 3DTV
adoption
Penetration models used to determine upside (optimistic) and base
(conservative) forecast ranges based on historical data
Market Development Analysis lists assumptions by year for the following
parameters:
Packaged Media Titles
3D Theatrical releases
Pay Per View events
Video on Demand channels
Cable / Satellite channels
Internet 3D Delivery
Terrestrial Broadcast 3D channels
Real time & Off-line 2D-to-3D conversion
Brand Support
3D Glasses
Overall TV trends and strategies
Technology Specific Price-Performance-Competitive Analysis
Done for RPTV, LCD (x-pol, active retarder, page flipping,
autostereoscopic), PDP and OLED
Includes assumptions by year for pricing strategy, performance and
functionality, brand support, market position, upside and downside potential
Consumer Expectations Analysis
Based on defining key parameters for consumer buying decision and
satisfaction with 3DTV
Each parameter is rated by importance and ability to meet the expectations of the consumer.
Scatter plot of results indicates areas of concern and opportunity as
well as general level of market adoption.
Charts created for technology-independent factors in 3DTV adoption and
for each 3DTV technology.
Charts are created for 2009, 2011, 2013 and 2015 to see progression in
market and acceptance conditions
Regional and Distribution Factors
Limited models in market for a limited time
Limited geographic distribution
Slower market development factors (like India and underdeveloped rest of
world)
Final Forecasts
Top level
Top level by technology
Top level by regions
Regions by technology
Who Should Buy:
TV manufacturers and branders
Component suppliers to TV makers
Set top box, AV receiver, Blu-ray player manufacturers
3D content creators, producers and production personnel
Broadcaster, satellite, cable and Internet operators
Stereoscopic 3D gaming system developers and publishers
PC, graphics card and supporting hardware/software suppliers
PC manufacturers
Active and passive glasses suppliers/developers
Investors looking for information to support due diligence
Methodology
Insight Media' s approach to forecasting is unique and transparent. Insight
Media developed a proprietary forecast methodology for 3DTV; we like to call
it our convergence forecast as it represents the convergence of our top-down
and bottom-up analyses. The flow chart of the analyses is shown in the Table
below. Basically, this consists of two independent approaches -- a Tops-Down
and Bottoms-up methodology that are then fused, converged, and validated from
several directions to produce the final forecast. Our methodology,
assumptions and results are transparent.
Report Statistics
Authors:Dale H. Maunu, Chris Chinnock, Norbert Hildebrand
Number of Pages: 126
Number of Tables: 95
Number of Figures: 39
Deliverable: This report is delivered as a PDF file under a site license agreement.
Table of Contents
Table of Contents
1. Introduction
2. Executive Summary
2.1. Forecasts
2.2. Key Take-Aways
3. Methodology
3.1. Step-by-Step Methodology
3.1.1. Tops-Down Approach
3.1.1.1. Establish the Total Available Market (TAM)
3.1.1.2. Evaluate and Select Penetration Models
3.1.1.3. Develop Optimistic and Conservative Forecasts
3.1.2. Bottoms-up Approach
3.1.2.1. Market Development Analysis (Technology Independent)
2010 3DTV Forecast Report: A Comprehensive Worldwide Forecast of 3D Television Unit Sales by Region and Technology published by Insight Media in March 1, 2010. This report consists of 126 pages and the price starts from US $ 2000.
Press Release
3DTV forecasted to be an exploding market opportunity in 2010
March 19th, 2010
Global Information would like to present a new market research report, "2010 3DTV Forecast Report: A Comprehensive Worldwide Forecast of 3D Television Unit Sales by Region and Technology" by Insight Media.
All of the main components for a 3DTV infrastructure and consumer service are either in place or about to be very soon. There will be considerable excitement surround 3D and the use of this content on home TVs in the year 2010. Many TV brands have announced their product lines, which included almost 20 3DTV models for 2010. Moreover, major content creators (e.g. DirecTV, ESPN, and Discovery) have revealed plans to roll out 3D channels and services in 2010 and 2011. Meanwhile, cable operators are also competitively evaluating the roll out of services for 2010 as 3D movies continue to be a major hit in theaters.
This report should interest individuals in business, investment, and product planning. Insight Medias report provides a regional forecast of 3DTV market for seven global regions. Additionally, the report also includes a breakdown by the range of 3D technologies that can be or will be used for 3DTVs. Some highlights of this report include: total available market; penetration models; market development analysis lists assumptions by year; technology specific price-performance-competitive analysis; consumer expectations analysis; regional and distribution factors; and final forecasts.
