Analyst: 8K TV Adoption Losing Momentum
8K TVs continue to fail to generate much traction with consumers around the world, according to a presentation this week from Omdia’s Senior Research Director for TV, Online and Advertising Maria Rua Aguete.
Speaking in a virtual presentation during 2022 NAB Show, the Omdia research expert said shipments of 8K TVs accounted for just 0.15% of all TV shipments in 2021. This means just a little more than 350,000 units globally, the Buenos Aires and Miami-based Prensario Internacional web site reported Thursday.
The Omdia research firm’s data suggests a mere 95,500 8K televisions were shipped in Q4-2021, which is an increase from 81,900 in Q3 2021, but due largely to the traditional seasonality lift.
By global region, the highest unit shipment levels went to China, and despite the absence of meaningful native 8K content, similar levels were observed in Western Europe and North America, according to the analyst’s data.
Still, the combination of the lack of 8K content and failed marketing programs are contributing to a loss of category momentum, Aguete showed.
Worse, Omdia said it sees no convincing growth in market demand or further 8K content service development to help stimulate interest. Adoption has even been minimal in Japan where a true 8K content channel is available from broadcaster NHK, the analyst observed.
As a result, Omdia has revised down its forecasts for global 8K TV penetration to just 2.7 million households worldwide by the end of 2026.
Omdia said no region has yet reached a penetration level of 1% of households to make providing 8K content commercially attractive to programming providers. Further, many over-the-air TV broadcasters continue to struggle with the economics of providing native 4K content, making another investment in a step up to 8K equipment and logistics an even riskier commitment.
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By Greg Tarr
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