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Global 3D TV Forecasts

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Global 3D TV Forecasts

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3D TV is not going to have the equivalent impact to the introduction of colour TV. However, it is not a fad and it will prosper as a niche product. Simon Murray, Principal Media Analyst, Informa Telecoms & Media

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Our analysts have compiled the most comprehensive research undertaken on the 3D TV market, including five-year forecasts for 53 countries. There has been extensive press coverage about the impact of 3D TV, but Informa Telecoms & Media is the first analyst house to look beyond the hype to analyse exactly how many homes will have 3D TV sets and how many homes will watch 3D TV programmes across each digital TV platform.

In the course of this research our analysts investigated:

Our global 3D TV forecasts are essential for:

• Which industry players are driving 3D TV take up • How key sporting events like the World Cup are stimulating interest • The impact of falling equipment prices on 3D penetration • Investment opportunities in new countries and across platforms • How operators are promoting their 3D Services • The influence of the film industry, DVDs and games on 3D TV.

• TV set manufacturers: Having recently benefitted from HDTV growth, manufacturers now have an opportunity to satisfy the needs of eager consumer wanting 3D TV sets • Investment banks: Gain valuable insights into which countries will enable you to maximise your investment opportunities • TV content owners: Discover the strategies your competitors are using and how 3D TV technology and investment is changing the face of broadcasting • Analysts, legal and financial: Use our forecasts, historic data and independent analysis to build your knowledge of this new sector and identify where your own expert knowledge may be required • Broadcast technology companies: As a fast-growing sector, 3D TV offers important new revenue streams. Identify which countries and developments could have a profitable impact on your business. This research is delivered through the Intelligence Centre, where our clients access all of our ongoing and in-depth research, analysis and data across 10 sector and geographic channels.

This latest research forms part of the TV channel, which gives you complete coverage of traditional broadcast, satellite & cable TV and emerging technologies and platforms. For more details visit: www.intelligencecentre.net/tv. To discuss your needs and arrange a demonstration, call +44 (0) 20 7017 4994 or visit: www.intelligencecentre.net/trial.

Global 3D TV Forecasts www.informatm.com/3dtv This research is also available from our online store, delivered in a new report format featuring a series of PDF, PPT and XLS files, each designed to provide you with business critical intelligence which is easy to share with your colleagues.

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Informa Telecoms & Media delivers strategic insight founded on global market data and primary research. We work in partnership with our clients, informing their decision-making with practical services supported by analysts. © 2010 Informa UK Ltd. All rights reserved.

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About the analysts Informa Telecoms & Media’s team of analysts are based on the ground throughout the world and includes a dedicated in-house team of specialist forecasters. Together by analysing the key drivers and dynamics of each market they provide a comprehensive and accurate picture of the entire global mobile marketplace.

Simon Murray, Principal Media Analyst, Informa Telecoms & Media

Stewart Clarke, Editorial Director, Informa Telecoms & Media

In his position as Principal Analyst, Simon is responsible for the teams at Informa Telecoms & Media that produce the TV Intelligence Centre channel, four research services, two magazines, two electronic briefings, 15 annual management reports, six conferences and two annual directories. Simon also undertakes consultancy projects as well as chairing and presenting at top industry events.

Stewart Clarke is an editorial director at Informa Telecoms & Media. His dayto-day responsibilities include editorial control of a range of publications including TV International Daily and Television Business International magazine He has worked in various roles at Informa, including reporter, deputy editor and editor, since joining in 2001.

Ted Hall, Senior Media Analyst, Informa Telecoms & Media

Graham Pomphrey, Deputy Editor, Informa Telecoms & Media

Ted Hall is a Senior Research Analyst in Informa Telecoms & Media’s TV reports team. He has analysed all aspects of the TV industry and has covered countries in all geographical regions. His areas of expertise cover some of the world’s most active and lucrative markets, such as the US, UK and Japan.

Graham Pomphrey is deputy editor of Digital TV Europe, the monthly industry magazine covering the broadband and pay-TV industry in Europe. In his role, Graham also covers the business activities of cable and fixed-line telecom operators offering triple-play services to residential users in Europe, the Middle East and Africa.

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Global 3D TV Forecasts Summary Forecasting for 53 countries, Informa concludes that North America will remain by far the largest region for 3D TV in the near future– taking 60% of the end-2010 active total. However, this proportion will fall to 41% by end-2015 as Western Europe and some Asia Pacific countries gather steam. 3D TV will be far from mature by end-2015, with plenty of growth likely beyond the forecast period. The US will continue to be the dominant active 3D TV territory, recording 8.7 million active 3D TV households by end-2015. Japan (2.0 million), the UK (1.6 million) and Korea (1.5 million) will follow. 3D TV will receive government support in countries with a large set manufacturing base. The proportion of homes actually watching 3D TV programming is very low. By end-2015, the global proportion is forecast to reach 1.6%. However, this proportion will be as high as 7% in the US. Digital cable will account for 47% of the active 3D TV households by 2015, up from 38% at end-2010. This translates to 10.4 million 3D cable households at end-2015 (2.7% of digital cable homes), up from 38,000 at end-2010. The US will provide 4.7 million of the 2015 total, followed by Japan (1.0 million) and Korea (1.0 million). 3D TV penetration will be higher in pay DTH homes (3.7% by 2015) than for other platforms. DTH operators have generally been more active in promoting 3D TV than the other platforms. This is due principally to their need to differentiate themselves from the other platforms with advanced TV services to counter the triple-play bundles and true VOD offered by cable and IPTV operators. Assuming sufficient transponder availability, DTH is also less capacity-restricted than most cable and IPTV operators. 3D TV via DTH has also benefitted from strong support from such satellite owners as Eutelsat and Astra. The US will contribute 2.9 million of the global active 3D TV DTH total of 6.7 million by end-2015. The UK will be second with 892,000, followed by France (445,000) and Japan (291,000). IPTV will be some way behind cable and DTH in its active 3D TV household numbers, with a forecast 3.0 million by end-2015. The US will provide 766,000 of this total, followed by France (426,000) and Japan (418,000). Take-up of 3D TV on DTT will be slower than for the pay TV platforms, partly due to the lack of capacity but also because DTT homes are considered less likely to want to pay for the extra equipment and programming. However, Informa Telecoms & Media forecasts 2.1 million active 3D TV DTT households by end-2015. More than half of this total will be in Western Europe, though the US will be the largest single country with 383,000 homes. Italy (296,000) will be in second place, followed by Spain (265,000), France (260,000) and Japan (259,000).

Global 3D TV Forecasts Report contents New Report format: designed for sharing Delivered as a convenient set of PDF, XLS and PPT files, this new format report is designed to provide you with business critical intelligence which is easy to share with your colleagues. Executive Summary (Powerpoint) Brief colleagues with a complete overview of findings in a clear, concise presentation. The file includes re-usable trend analysis, charts and graphs.

Reports (PDF) A combination of individual reports, profiles, overviews and case studies containing complete analysis of the research topics and markets covered, and integrating all the key data.

Forecasts (Excel) Data and charts offering the most comprehensive and accurate assessment of the market now and in the future – an ideal foundation for your planning models and processes.

EXECUTIVE SUMMARY REGIONAL REPORTS (PDF): • 3D TV: The Informa view • Analysis • Technical issues • Content • Bandwidth concerns

PRESENTATION (POWERPOINT) FEATURING: • • • •

Glasses barrier 3D TV market movements Systems and standards Equipment

• 3D or not 3D? • The third dimension

• • • • • •

Global 3D TV forecasts contents Forecast background, methodology & overview Why 3D TV will succeed What is holding back 3D TV? Forecast detail Why will households buy a 3D TV set and not watch 3D TV programming from the outset? • Global active 3D TV homes by region & by platform • Active 3D TV homes by country

FORECASTS AND HISTORICAL MARKET DATA (2005-2015) SPREADSHEET (EXCEL) FEATURING: Forecasts by region and country:

• Active 3D TV DTT households as a % of DTT households

• Global 3D TV Forecasts

• Digital cable TV households

• TV households

• Digital cable 3D TV-ready households

• 3D TV-ready households

• Digital cable 3D TV active households

• 3D TV-ready households as a % of TV households

• Active 3D TV digital cable households as a % of digital cable households

• 3D TV active households

• Digital DTH households

• 3D TV active households as a % of TV households

• DTH 3D TV-ready households

• 3D TV active households as a % of 3D TV households

• Active 3D TV DTH households

• Digital TV households

• Active 3D TV DTH households as a % of DTH households

• 3D TV-ready households as a % of digital TV households

• Paying IPTV households

• Active 3D TV households as a % of digital TV households

• Paying IPTV 3D TV-ready households

• Digital Terrestrial TV households

• Active 3D TV IPTV households

• DTT 3D TV-ready households

• Active 3D IPTV households as a % of paying IPTV households

• Active 3D TV DTT households

PROFILES OF 53 COUNTRIES COUNTRIES COVERED BY THE GLOBAL 3D TV FORECASTS REPORT:

EACH COUNTRY INCLUDES FORECASTS:

• • • • • • • • • • • • •

• • • • • • •

Argentina Australia Austria Belgium Brazil Bulgaria Canada Chile China Colombia Croatia Czech Denmark

• • • • • • • • • • • • •

Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland Israel Italy Japan Korea

• • • • • • • • • • • • •

Malaysia Mexico Netherlands New Zealand Norway Philippines Poland Portugal Puerto Rico Romania Russia Serbia Singapore

• • • • • • • • • • • • • •

Slovakia Slovenia South Africa Spain Sweden Switzerland Taiwan Thailand Turkey UK Ukraine US Venezuela Vietnam

TV households 3D TV active homes Digital TV households DTT households Digital cable TV households Pay DTH households Paying IPTV households

Please note: Contents correct at time of printing. For a full table of contents visit www.informatm.com/3dtv

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