The number of homes with at least one high dynamic range (HDR) television will reach 107 million by 2020, according to new Strategy Analytics research.According to a report carried out by Strategy’s Intelligent Home Group, annual worldwide sales of HDR-enabled TVs in 2020 will reach 58 million units, with penetration of HDR TVs to reach nearly 25 per cent of homes in the US.
“TV manufacturers like Samsung and LG are keen to maximise the revenue potential of this new technology,” David Watkins, Strategy director, connected home devices, commented.
“HDR can make a noticeable difference for most viewers, so there is an opportunity to accelerate the TV upgrade cycle.”
Strategy, however, notes that its latest consumer research shows that many viewers are confused about Ultra HD and 4K TV.
Strategy states that in a survey of 6,000 US and European consumers, 15 per cent of respondents claimed Ultra HD TV services are available from their TV service, with 8 per cent claiming they have watched Ultra HD programs.
Strategy observed that the “figures are much higher than expected given that few Ultra HD services are currently available and suggest that there is considerable confusion over what Ultra HD means”.
“The TV industry has put a great deal of effort into establishing the next generation of TV technologies,” David Mercer, Strategy VP and principal analyst, stated.
“The challenge now is to communicate the benefits of these enhancements to viewers and to reduce the uncertainty which could stall growth of new services.”
