Market research firm Omdia has again slashed its forecast for 8K TV shipments as consumers remain skeptical about the benefits, mainly due to a dearth of 8K content and failed marketing.

YouTube is offering some user-generated 8K content but the leading subscription streaming services have yet to announce plans for 8K. An 8K disc format also appears unlikely for several reasons.

TV makers have tried to sell 8K TVs on their upscaling capabilities and more powerful video processing, but consumers are no longer falling for these arguments and are not prepared to pay extra for 8K TVs as opposed to premium 4K TVs that are on the rise.

- "8K TV is failing to appeal to consumers according to Omdia’s latest research which I recently shared at the NAB show for my session focused on the reality of UHD deployments. Our exclusive research has found that just 2.7 million households worldwide are expected to have an 8K TV by the end of 2026," wrote Maria Rua Aguete, Senior Research Director at Omdia.

 Also read: 4K vs. 8K: Study finds that few viewers can see the difference


 Samsung was one of the first major TV brands to launch 8K TVs. Photo: FlatpanelsHD

8K TV forecast slashed, again
Omdia has slashed its sales forecast for 8K TVs multiple times, most recently in late 2021 where it was revised down to 9 million 8K TV households by 2025. Omdia now expects only 2.7 million households to own an 8K TV by late 2026 – a drastic downgrade.

Omdia highlighted the following reasons:
With no convincing reason to buy 8K TVs (very little native content is available) the marketing is failing, numbers-wise.
Shipments (in 4Q21) 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.

 Also read: Sales of "QLED" LCD TVs expected to fall in 2022

In 2021, 8K TVs accounted for only 0.15% of all TV shipments and in Q4 2021 only 95,500 8K TVs were shipped. Samsung had a 65% market share.

- Source: Omdia