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3DTV is Dead

Despite endless marketing hype and years of denial from the industry that consumers weren't interested, the 3DTV revolution appears to be dead. LG and Sony, the last two major TV makers to support the 3D feature in their TVs, say they'll stop producing the sets this year. Samsung dropped 3D support in 2016, while Vizio hasn't offered a 3D-capable set since 2013. Numerous other companies, including Sharp, TCL and Hisense, have made no announcements regarding 3DTVs. Ultimately users found the added cost, lack of content and annoying glasses simply not worth the price of admission.

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"3D capability was never really universally embraced in the industry for home use, and it's just not a key buying factor when selecting a new TV," an LG exec tells CNET.

"Purchase process research showed it's not a top buying consideration, and anecdotal information indicated that actual usage was not high. We decided to drop 3D support for 2017 in order to focus our efforts on new capabilities such as HDR, which has much more universal appeal."

"Based on current market trends we decided not to support 3D for our 2017 models," Sony said in a short statement.

Sales of 3DTV sets had declined every year since 2012. 3DTV made up just 8% of total television sales dollars for 2016, down from 16% in 2015 and 23% in 2012.

Next up: a smell-o-vision revival that goes nowhere?

Most recommended from 83 comments


adam1991
join:2012-06-16
united state

7 recommendations

adam1991

Member

I would have bought a 3D TV

if I were in the market for a TV. But I wouldn't have bought it for the 3D feature; no, buying a 3D TV simply meant, overall, that you were buying a higher/better grade of hardware because that was required to support the 3D feature.

It's tough buying consumer anything nowadays, because the manufacturer's goal is to get it in your hands--and they assume that you want it as cheap as possible. And the manufacturers will scrimp, cheat, and lie and put junk in your hands, junk that makes them a profit.

But to satisfy the 3D requirement, they had to provide better gear and charge for it. I'm happy with that.

I look around and see $600 54" 4K TVs, from names like Samsung, and I simply refuse to believe they're worth a dime. Go on, LG, provide me with a premium product and feel free to charge me what it's worth. I'm not buying on price. Stop pandering to those who do, to those who think "cheaper is better".

At least the 3D thing gave me an avenue where I stood a good chance of them providing decent hardware that wasn't aimed at a price point.

There's no way Samsung can provide quality gear and make their profit goals on a $600, 54", 4K TV. We're back to the race to the bottom.

Takuro
join:2016-10-17
Chapel Hill, NC

7 recommendations

Takuro

Member

If that's the case, please kill off 3D movies too

Seriously, at about $25 per ticket, 3D movies are kind of a gimmick. Unless done well, they often just cause the audience to battle motion sickness for about 2 hours.

I do own a 3D capable Sony Bravia. Most of the time if I download 3D content, it's in the form of two side by side images playing at the same time, which are overlaid into a single 3D picture using a setting on my TV. The horizontal resolution is effectively therefore halved. I've tried watching content this way and have never been impressed enough to justify wearing a bulky set of glasses.

I think if they found a way to remove glasses from the equation sort of like the Nintendo 3DS approach, it wouldn't be a half bad idea in some cases. Animated movies actually look pretty good in 3D, so there could still be a market for it.
av9116
join:2001-12-17
San Francisco, CA

4 recommendations

av9116

Member

3D projectors

What did they expect when 3D Blu-ray prices start at $30 a movie? I hope projector manufacturers will keep making them. Can't beat a 80+" screen for a fraction of the price. I guess, in the short term, 3D discs will drop in price. Feels like reliving the HD-DVD days.
b10010011
Whats a Posting tag?
join:2004-09-07
united state

4 recommendations

b10010011

Member

Another gimmick fades into obscurity

3D does not make a bad movie good.

I don't waste my money on gimmicks like 3D and "smart" TV's.

Dryvlyne
Far Beyond Driven
Premium Member
join:2004-08-30
Newark, OH

4 recommendations

Dryvlyne

Premium Member

Lack of content

The lack of compelling content is what really killed it. I'm watching the same thing happen to the Playstation VR. I have it but haven't used it in weeks. I see the potential but the lack of content is appalling. It's a vicious cycle really... No one wants to invest to make quality experiences unless there's a huge install base but likewise there won't be a large base without content.

maartena
Elmo
Premium Member
join:2002-05-10
Orange, CA

3 recommendations

maartena

Premium Member

I didn't even think about 3D...

...when I bought my new TV earlier this year. I got a 4k TV, was more concerned about the colors, the back panel, the size, the overall picture quality on various resolutions.... 3D didn't even enter in the equation.

I never saw it going anywhere. 4k is going to be the next standard for a good while to come.
biochemistry
Premium Member
join:2003-05-09
92361

3 recommendations

biochemistry

Premium Member

Nonsensical statement

"We decided to drop 3D support for 2017 in order to focus our efforts on new capabilities such as HDR, which has much more universal appeal."

Is your company so small that it can't continue to provide 3D capability which has already been developed while also focusing on HDR?

I wonder how much more money it costs to include 3D.

The real killer for 3D was that it isn't supported for Ultra HD Blu-Ray.
hapster
join:2011-04-05
Shepherdsville, KY

2 recommendations

hapster

Member

Great feature, poorly implemented

We bought a Sony 3D smart TV right after Christmas in 2010. Within 2 years, the apps were outdated and no longer being developed, making it clear that a separate box was the way to go.

As for the active matrix 3D, it looks awesome. The glasses, however, are heavy and become more than a little uncomfortable, making it difficult to get through even a relativity short movie. So, in the 6 years we've had this TV, we've watched movies in 3D maybe half a dozen times.