Many vendors revealed 3DTV sets at the Consumer Electronics Show (CES) in Las Vegas, USA, in January 2010, and some pay-TV service providers and TV networks have announced the launch of 3D programming in 2010. 3DTV is the latest potential differentiator of pay-TV services in an increasingly homogenised market, giving service providers the opportunity to offer a more immersive TV experience and increase ARPU. However, the technology is unlikely to become a mass-market product within the next five years because of the high cost of 3DTV sets, long TV replacement cycles and lack of 3D content. Niche sub-segments such as bars, hotels, sports fans and gamers will be early adopters.
This short report provides a detailed examination of this nascent market, including its drivers and inhibitors, the current business environment and growth indicators. It also provides recommendations for stakeholders in the pay-TV market.