i3 - November/December 2020 - 21

DOING
THE MATH

GER

S DIVERSIFY
challenging time to introduce products positioned as premium."
"Consumers typically want the biggest screen possible. 8K
faces considerable price competition from 4K UHD sets in similar size segments in the next year or two," Koenig says. Moreover,
CTA's U.S. Consumer Technology Forecast reveals the boom in
flat-panel displays early in the pandemic means that many
homes bought a new TV set (probably 4K), hence their plans for
a replacement set (possibly 8K) will be delayed.
"Stimulus dollars along with funds freed-up by spending less
elsewhere combined to lift TV sales to unseasonal highs, particularly in the second quarter of 2020," the report says.
The CTA forecast also predicts the wholesale prices of 8K sets
will drop by about half in the next three years, following the trend
of previous HDTV and 4K devices in their first years of widespread distribution. In the case of 8K, the prices may be higher
than for previous technologies because the popular sizes will be
C TA . t e c h / i 3

i3_1120_20-23_Feature_8k video.indd 21

8K is all about
numbers. The
display format
measures 7680
pixels wide and
4320 pixels high,
which means a
screen has
33,117,600 pixels.
That's four times
the resolution of
a 4K screen
(3840 x 2160)
and 16 times as
many pixels as
the original 1980
x 1080 HDTV
screens.

very large (65- to
90-inches and even
larger) - maximizing the
value of the extraordinary
resolution. CTA's average
wholesale price prediction
of 8K displays in 2023 is
about $1,500.
Stephen Baker, vice
president of Industry
Analysis at the NPD
Group research f irm,
believes the "value proposition has moved away
from resolution as a primary driver of desire and
a mark of technological need."
Now, he says, consumers are focused on
"smart TV, integration with subscription
services and operating systems." Although
he recognizes the market for "very high
end, very expensive, premium TVs," Baker
expects the mass market will stay centered on the "good enough" products,
which he adds are actually "very good."
Most major TV manufacturers have
displayed prototype or early production
8K sets at CES during the past few years.
Among them are Haier, Hisense, LG
Electronics, Samsung and Sony. Other TV
makers developing 8K displays include
AU Optronics, Panasonic, TCL and Vizio.
Michael Kadish, director of TV product
marketing at Samsung Electronics
America, agrees that streaming and
games will be major factors in the 8K rollout. "2020 has seen consumers invest in
the size and quality of their screen more
than ever before," Kadish says. "43% of
U.S. adults say they're more likely to
stream movies. As people spend more
time at home in the next year, interest and
awareness in larger, and therefore,
higher-resolution screens will increase."
Kadish sees 8K retail prices gradually
declining. He agrees that 8K is most
appealing in very large screens, and notes,
"We see 65- and 75-inches as often hitting
the sweet spot of performance versus
price." As for content, Kadish expects
native 8K to continue expansion, "with
more content providers deepening their
8K offerings and making them more
accessible to consumers."
NOVEMBER/DECEMBER 2020

21

10/20/20 10:18 AM


https://www.youtube.com/watch?v=4Sov4h0wMtU https://www.gizmochina.com/2020/03/18/hisense-launches-the-worlds-first-dual-screen-85-inch-8k-pro-tv/ https://www.lg.com/us/8k-tvs https://www.samsung.com/us/ https://www.lg.com/us/8k-tvs https://www.sony.com/electronics/televisions/xbr-z8h-series http://cta.tech/i3

i3 - November/December 2020

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i3 - November/December 2020 - Cover1
i3 - November/December 2020 - Cover2
i3 - November/December 2020 - Contents
i3 - November/December 2020 - 2
i3 - November/December 2020 - 3
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