Are 3D TVs making a comeback?

3D TVs were all the rage in the early 2010s, with major manufacturers like Samsung, LG, and Sony releasing 3D-capable TVs. However, by 2016 the technology had faded from popularity due to issues with cost, inconvenience, and lack of content. Now, in 2024, rumors are swirling that 3D TVs may be poised for a comeback. Here‘s an in-depth look at the story of 3D TVs, what went wrong last time around, and whether the tech could make a return.

The Explosive Rise of 3D TVs

The idea of 3D television has been around since the 1950s, but the technology didn‘t hit mainstream popularity until 2010 when advanced 3D TVs finally became available to consumers. Major manufacturers marketed 3D TVs heavily, with Samsung alone committing over $10 billion to the tech. They touted the immersive experience 3D would bring for movies, sports, and gaming.

Early adopters flocked to stores, and sales numbers soared. According to statistics from DisplaySearch, only 2.26 million 3D-capable TVs were sold in 2010. But by 2012, that number skyrocketed to over 41 million units sold worldwide. The 3D TV revolution seemed to be in full swing.

The Swift Fall of 3D

However, just a few years later, the 3D craze had almost completely evaporated. Sales declined rapidly after 2012, dropping to just 24 million units sold in 2013. By 2015, fewer than 8 million 3D TVs were sold, per IHS Markit. And in 2016, LG and Sony – among the last major holdouts still producing 3D TVs – stopped manufacturing them entirely.

So what went wrong for 3D? What led to such a swift rise and sudden demise in popularity? There were a few key factors behind the 3D fad’s downfall:

The Hassle of Glasses

Most 3D TVs utilized active shutter glasses technology that required bulky, powered eyewear to alternate blocking the left and right eyes in sync with the TV. These glasses were expensive, costing $50-150 per pair, and were notoriously easy to lose or break. Needing multiple pairs for family movie nights added up quickly.

More importantly, the glasses were cumbersome and uncomfortable for long viewing periods. A 2015 survey by statista found that 70% of respondents cited wearing 3D glasses as an annoyance. Having to find and put on the glasses was ultimately a deal-breaker for many consumers, as one tech analyst summed up: “Having to fuss with the glasses was the thing that ultimately killed 3D for most consumers.”

Limited 3D Content

While some major 3D movies like Avatar pushed the technology initially, there simply wasn’t enough 3D content available across all genres to justify buying an expensive new TV. Sports and gaming content in 3D was very limited, and 3D broadcasts of live events never took off due to production costs. As former Sony CEO Sir Howard Stringer explained in 2012: “3D is just not watched as much as we’d hoped.”

According to a 2015 Nielsen study, a paltry 7% of TV owners used their sets for 3D viewing even once a month. Without a robust pipeline of quality 3D programming, usage and sales dwindled.

Extra Costs Added Up

In addition to the TV and glasses purchases, watching 3D content came with additional costs that turned off many budget-conscious consumers. Paying extra for 3D movie theater tickets was unpopular, and 3D Blu-Ray discs were often $5-10 more expensive. Given lukewarm interest in 3D to begin with, these extras costs made the tech seem frivolous rather than revolutionary.

Viewing Discomfort and Health Concerns

Many viewers experienced dizziness, nausea, headaches, and eye strain when watching 3D TV for prolonged periods. In fact, a 2018 study published in the American Academy of Optometry found 3D viewing induced eyestrain and impacted focus in up to 40% of viewers.

These symptoms arose due to limitations of stereoscopic 3D methods, which can cause visual misalignments. This physical discomfort, combined with concerns about long-term impacts from 3D viewing, turned off consumers already on the fence about 3D.

Recent Signs of Renewed Interest

Given the speed of its downfall, 3D TV has been written off by many as a failed fad. However, there are a few signs in recent years that stereoscopic 3D technology could be poised for a comeback:

Rising Popularity of VR Spurs Innovation

The growth of virtual reality (VR) and augmented reality (AR) experiences, especially in gaming, has driven new innovations in stereoscopic 3D display methods. For example, companies like Looking Glass Factory have developed "light field" autostereoscopic displays that can project glasses-free 3D.

Major TV manufacturers are eyeing these advancements closely. Speaking at CES 2020, LG‘s head of R&D Dr. I.P. Park explained: "We continue to develop 3D tech, VR and AR…to meet customer needs in all areas." The promise of VR and AR shows consumer demand exists for immersive 3D content delivery.

Big Brands Still Developing 3D Tech

While no longer manufacturing 3D TVs at the moment, leading brands suggest they aren‘t abandoning 3D entirely. A Sony spokesperson said in 2016: "Sony will continue to innovate 3D display solutions for a wider audience. 3D capability remains a feature for select models going forward."

LG has patented designs for autostereoscopic 3D TVs requiring no glasses. And companies like TCL occasionally still release niche 3D-capable models, like an 85" QLED TV in 2020. Major brands seem to recognize there is still long-term potential if the tech‘s earlier flaws can be overcome.

Select 3D Content Being Produced

While 3D films are no longer Hollywood‘s obsession, pockets of new 3D content are still being produced. The BBC has demonstrated emerging 3D broadcast technologies by airing events like Wimbledon in 3D. Niche 3D concert films, nature documentaries, and indie animations are also still regularly released for at-home 3D setups.

The videogame industry has embraced glasses-free 3D in handheld gaming devices like the popular Nintendo 3DS, which has sold over 75 million units since 2011. This shows 3D visuals still have appeal in gaming. As TV and projection tech improves for wider fields of view, demand for 3D gaming content on screens could also reemerge.

Hurdles Facing a Mainstream 3D Comeback

While optimism is growing in some quarters, analysts say 3D TV still faces substantial challenges if it wants to return to mainstream popularity:

Proving Demand Exists

Given 3D‘s initial flop, manufacturers will need to definitively prove consumer demand is there before making major investments again. As polled by Statista in 2022, only 28% of US consumers say they want 3D viewing capability on their next TV purchase. positive trends like growing VR adoption will need to accelerate to shift opinions significantly.

Production and Distribution Costs

Creating content in native 3D – as opposed to post-processing 2D footage – requires specialized production workflows that add 30-50% in costs, according to analysis by Deloitte. Studios will need to recoup these investments through 3D theater and home video revenue. Re-building an end-to-end 3D content pipeline could take years and billions in spending.

Making Glasses-Free 3D Affordable

Emerging autostereoscopic TVs eliminate the need for glasses but will initially be far more expensive. For example, Looking Glass Factory‘s 15" 3D screen currently costs over $600 – more than 10 times the price of normal displays that size. And even glasses-free, many 3D sets may require optimal viewing positions. Manufacturers will need to drive down costs and expand viewing angles to appeal to mass audiences.

Addressing Health Concerns

New autostereoscopic approaches may help alleviate eyestrain and headaches, but some issues are likely inherent to current 3D methods. Extensive medical research to guarantee the safety of long-term 3D viewing will be necessary to win back public trust. Companies will need to take viewer comfort much more seriously this time around.

The Outlook for 3D Moving Forward

Given the rise of immersive technologies like VR and AR, combined with breakthroughs in autostereoscopic displays, some industry observers think 3D may finally fulfill its potential years down the road. An ABI Research analyst explained:

“I believe with new technologies like VR goggles or better glasses-free 3D methods, 3D video could make a comeback in 5 to 10 years time."

The emergence of volumetric displays, which can project highly realistic 3D holographic images viewable from any angle, may also be a game-changer. However, most experts agree the short-term outlook remains dim for another big 3D TV push. Until health concerns are resolved and compelling glasses-free tech costs fall considerably, 3D will likely remain a niche play in specialty commercial theaters and gaming.

The story of 3D TV has had many plot twists over the decades. But whether the next chapter results in a triumphant return to prominence or 3D technology ultimately riding off into the sunset remains to be seen. Only time will tell if consumers are willing to give 3D another shot for the living room. But for those who still enjoy the 3D experience, the STAT report has not lost in into the gaming medium and may make a comeback on the big screen someday.