One-Third of U.S. Homes to Own an Ultra HD TV by 2020

BOSTON: Ultra HD (UHD) TV ownership is expected to grow from less than 10 percent of homes in the U.S. for the next four years to 33 percent by 2020, according to Strategy Analytics Connected Home Devices service report.

UHD TV shipments are forecast to account for 41 percent of global flat panel TV units in 2020, up from just 4 percent this year. The U.S. is set to overtake China in 2020 to become the leading country in terms of UHD TV household penetration. By region, UHD household penetration will reach 32 percent in North America, 22 percent in Western Europe and 18 percent in the Asia Pacific by 2020.

David Watkins, service director of connected home devices, commented: "Demand for UHD TVs is exceeding previous expectations and current adoption rates are similar to those of 1080p TVs back in the mid-2000s when sales penetration hit around 5 percent of total flat panel demand by the end of year three of 1080p sales. By the end of the decade, UHD will become standard in screen sizes larger than 40-inches although sub 40-inch sets will remain mostly within the realm of 1080p."

Eric Smith, analyst for connected home devices, said: "Despite the limited availability of UHD content, early adopters of UHD TVs are being attracted by vendor promises of improved picture quality. TV manufacturers are working to perfect the upscaling engines of their sets and will look to put a strong marketing focus on the merits of upconverting 1080p to UHD content until the dam breaks on UHD content and broadcast services begin."