Upcoming 4K (or Ultra HD) services are on the horizon and will add to the nascent market for 4K content that exists today, but the transition from HD will take time. Large sporting events like the FIFA World Cup and Winter Olympics in 2014 will bring additional exposure to 4K, but at best will only have a marginal impact on accelerating the upgrade process amongst consumers. Similar tests and demonstrations will likewise bring attention to 4K, but the uptake of 4K displays will largely hinge on declining prices. Supporting technologies like HEVC and HDMI 2.0 will also need time to establish solid footholds in the market.
OTT video providers like Netflix and Sony’s Video Unlimited 4K service along with 4K upscaling will offer content to early adopters, but 4K TV household penetration is expected to remain below 4% through the forecasting period (2018) with 4K TVs accounting for just over 11% of total flat panel TV shipments in the same year.
This report discusses the current market conditions for 4K from both content and device perspectives and evaluates the potential for 4K TVs and service provider set-top boxes.