8K TVs Are Failing to Appeal to Consumers: Omdia

Image: LG

Consumers are perfectly happy with their 4K televisions and have very little interest in stepping up to displays capable of 8K resolution. That’s according to the latest research from analyst and consultancy firm Omdia, which has taken a look at the adoption rate of 8K TVs and discovered “failing” numbers, something that’s reflected by the limited and declining shipments of the technology going out from major manufacturers that include Samsung. Omdia has speculated that only 2.7 million households worldwide will have an 8K TV by the end of 2026; less than 1,200 homes currently have one.

Image: Omdia

Omdia research finds consumers remain sceptical about the benefits of 8K (Omdia)

According to Omdia, shipments of 8K TVs only accounted for 0.15% of all TV shipments in 2021. This translated to a little more than 350,000 units globally. Samsung shipped 65% 8K TV units, with none to Japan.

It appears that 8K TVs have lost momentum especially when the following reasons are considered:

With no convincing reason to buy 8K TVs (very little native content is available) the marketing is failing, numbers-wise.
Shipments were weaker than in 4Q20 and even 1Q21.
Samsung shipped 18% fewer 8K TVs than a year earlier.
China will not drive 8K compared to North America or even Western Europe, despite the large set sizes. Price pressure is too high.
We see no convincing market demand of further 8K service development. Even in Japan, where there is a true 8K channel (from NHK) uptake has been minimal.

Some of the 8K TVs that available on the current market include Samsung’s Neo QLED Smart TVs and LG’s premium SIGNATURE ZX 8K OLEDs, which start at a pricey $19,999 for the 77-inch model. Sharp began selling the world’s first 8K TV, an 85-inch set, for $133,000 in September 2015, around the same time that Samsung unveiled its first Ultra HD Blu-ray player.

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