Research: UHD TVs to reach mass-market pricing within three years

New research suggests consumers already are adopting ultra HD technology, but that it will take at least a decade for the 4K sets to be in at least 80% of U.S. homes.

The research, from Parks Associates, said UHD adoption likely would track similar to the uptake of HDTVs, but would gain traction more rapidly. HDTVs have been available for about 15 years, and now are in 82% of U.S. broadband households.

The research, “4K Today: Bringing Ultra HD to Market,” predicts 4K TVs will reach mass-market pricing in the next two to three years and top 80% of households in approximately 10-12 years.

Broadcasters are likely to follow over-the-top players into the market more slowly.

Netflix, Comcast, and Amazon already have begun working on 4K-based offerings, with Netflix promising to deliver UHD content to consumers this year.

“4K TV adoption is following the same pattern as HDTV, but prices are dropping more quickly,” said Stuart Sikes, Parks Associates president. “With the increasing convergence in the connected home, innovations such as 4K have implications for a variety of players throughout the home entertainment ecosystem.”

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn