4k dominating global TV sales, but 8k yet to find buyers

posted on Monday, 20th May 2019 by Steve May

home cinema  4K  Trade  8K  IFA GPC 2019 

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Demand for UHD TVs is soaring, but different factors are driving adoption says market analyst IHS Markit.

At the recent IFA Global Press Conference, IHS Markit executive director Maria Rua Aguete, revealed that 63 per cent of all Western Europe TV shipments are now 4k models.

China is the second biggest 4k TV market, thanks to a combination of large screen sizes and low pricing, although unlike Europe, there is virtually no content to view. Chinese TV buyers like to see themselves as early adopters of technology, hence the adoption, says the analyst.

Aguete revealed that just 18,600 8k TV were sold in 2018, a drop in the global TV sales ocean. However, the 8k panel market could be as big as 40 per cent come 2022.

So what are consumer priorities when it comes to buying a new TV? IHS Markit data suggests that the leading criteria is that a TV is smart and large. Perhaps surprisingly, its research also suggests that for most buyers, energy efficiency is more important than 4k resolution.

When it comes to UHD household penetration, North American leads Western Europe. By 2022, nearly 60 per cent of North American households will own a UHD set, compared to 40 per cent in Western Europe.

Japan is expected to experience a surge in UHD sales leading up to the Tokyo 2020 Olympics, but this is expected to fall thereafter, says Aguete.

The UK UHD content market is one of the healthiest in the world. IHS Markit surveyed key outlets in February this year, and noted that Netflix led the way with 415 titles available in UHD. Amazon was second, with 303 titles and premium pay TV outfit Sky third with 287 titles. BT TV lagged behind with 118 titles.

                    Also read:
                    Technical consumer goods market in remission say IFA experts

Of all the suppliers, Amazon Prime Video is the fastest growing, with its UHD library expanding by 346 per cent in a year.

There are 142 UHD channels globally in operation, of which 130 are commercial operations.

IFA 2019 Berlin runs September 6-11. IFA 2018 attracted 244,000 attendees, including 152,480 trade visitors.

Steve May

Inside CI Editor Steve May is a freelance technology journalist, who also writes for T3, TechRadar, Home Cinema Choice and ERT (amongst others).

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