The World of - 3D Content

As detailed by a release from the Associated Press recently, satellite TV provider DirecTV decided to cut 3D programming on its n3D channel earlier this month due to a lack of consumer interest in the channel. The channel was originally announced during CES 2010 as a partnership with Panasonic to bring consumers a channel that broadcast 3D content 24 hours a day, seven days a week. DirecTV has mostly halted the development of new content for the 24-hour channel due to “the low demand we’ve seen from customers” according to a statement from While a lack of 3D content is still a factor for some consumers, the amount of people that cite this factor as an issue has dropped from 21 percent during May 2011 to 14 percent. Since the amount of 3D movies and games has increased over the past year, it’s likely that consumers feel more comfortable finding content to watch in 3D.

Sporting events are also drawing in new fans of 3D technology and companies invested in 3D technology plan on marketing 3D features at large scale sporting events like the upcoming Summer Olympics in London.

According to NPD Group Director of Industry Analysis Ben Arnold, he states “3D has been a success for the television market from a sales perspective. However, few consumers cite watching content in 3D as a reason for purchasing a TV, indicating that other factors such as screen size, resolution, and Internet connectivity hold more importance.” In short, consumers are purchasing televisions with 3D features, but larger panels and Smart TV features are motivating factors when it comes to a purchase.

As mentioned in a related NPD blog post, connected televisions have seen a 50 percent growth rate year over year and approximately 20 percent of consumers cited Internet connectivity as a factor in their purchase decision. Arnold speculates that companies that have a stronger position in ownership of both content and hardware will gain an advantage over competitors. Apple, for instance, would have a distinct advantage if the company does decide to launch a television.

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