The TV industry’s focus is now “firmly on high dynamic range” – even though consumers still remain largely uneducated about the benefits of HDR, according to Futuresource Consulting.
The research firm’s latest 4K ultra high definition (UHD) tracking report claims that unlike the upgrade to UHD resolution, which was a quantifiable improvement, HDR is a “subjective feature”.
It also said that with the industry embarking on a multi-stage introduction of Ultra HD and associated picture improvements, it is important to provide clear information to the consumer.
“The Consumer Electronics Show highlighted this [HDR] is the key industry focus as manufacturers are continuing to push the boundaries in terms of peak brightness, peak black levels and a wider colour spectrum represented,” said Futuresource Consulting market analyst, Tristan Veale.
“Consumers remain largely uneducated about the advantages of HDR and there is a risk of alienating them due to the recent trend of branding displays HDR compatible – ones which can receive an HDR content stream but cannot reproduce it.”
Futuresource said that the most commonly accessed source of 4K content is from SVOD services, with 17 million homes having access to streamed 4K Ultra HD content and a TV capable of playing it at the end of last year.
The research predicted that 8.4 million Ultra HD Blu-ray discs will be sold in 2017, equating to 4% of global Blu-ray sales, and said that Ultra HD electronic sell-through could gain traction if Apple or major broadcast and telco ecosystem players begin supporting and selling the format.