CES 2016: 54% of West Euro flat-panel shoppers willing to buy 4KTV


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Editor

| 06 January 2016




There may not be much in the way of 4KTV content in West Europe right now but that is not deterring shoppers in the main markets from buying Ultra HD-ready sets.



According to research from Parks Associates, among broadband households planning to purchase a flat-panel TV, 59% in the UK, 57% in France, 53% in Spain and 49% in Germany plan to purchase a 4KTV even though content is not yet widely available. This resulted in an average of 54%. Moreover, 17% of such households were planning to buy a flat-panel TV in the next 12 months and over half consider 4K to be an important or very important feature of their next model.

4K picture quality is an important consideration to a majority of flat-panel TV buyers in Western Europe, and is highest in Spain and lowest in Germany. French broadband households were the most willing to pay a higher premium for 4KTV picture quality.

"European broadcasters like BBC and France Télévisions have been innovative in incorporating digital services to reach the public, so a spike in 4K set ownership could drive broadcasters to invest in new 4K media technologies," explained Parks research analyst Glenn Hower Associates. "The entry of Netflix, Amazon and other major players has created a crowded OTT market in Europe, and 4K could become a differentiator that broadcasters and media companies can use to attract viewers and even paying subscribers. It is never too early to plan for the 2018 World Cup."