Why did LG stop 3D TV?

3D TV was once promoted as the future of home entertainment, with major manufacturers like LG, Samsung, and Sony releasing 3D-capable TVs in the early 2010s. However, 3D TVs failed to gain mainstream popularity and by 2017, most manufacturers had stopped producing them entirely. In this guide, we‘ll explore the key reasons 3D TVs never caught on and why LG ultimately discontinued its 3D TV product lineup.

The Rapid Rise and Fall of 3D TVs

The story of 3D TVs began in the late 2000s when advances in display technology made it possible to produce 3D-capable TVs for the consumer market. Leading manufacturers jumped at the idea of bringing the immersive 3D theater experience into the living room.

At the 2010 Consumer Electronics Show, nearly every major TV brand like Samsung, Sony, Panasonic, and LG showcased 3D TVs as the next big thing. And by 2011 and 2012, they were available widely to consumers with around 45% of TVs shipped being 3D capable.https://www.cnet.com/news/3d-tvs-see-growth-in-us/

However, the 3D craze faded incredibly quickly. By 2014, only about 8% of TVs shipped had 3D support as consumers failed to embrace the technology and sales declined sharply.https://www.twice.com/product-news/tvs/lg-slowly-shutting-down-3d-tv-production There were a few key factors that contributed to the lack of mainstream 3D TV adoption:

• Additional cost of 3D glasses – Active shutter 3D glasses cost over $50 per pair for consumer models and were required for each viewer.
• Lack of 3D content – Aside from some 3D Blu-ray movies, there was very little 3D content available to watch at home with no support from streaming services.
• Viewing fatigue and headaches – Around 10% of consumers reported prolonged 3D viewing caused eye strain and headaches.
• Dim picture quality – 3D glasses could reduce brightness by over 75% resulting in flat looking images.
• Narrow optimal viewing angles – You had to sit in specific central spots to get the full immersive 3D effect.

By 2016, interest had declined so rapidly that most major brands began shifting focus to 4K resolution and high dynamic range (HDR) which offered clear improvements in picture quality over standard HD and were easier to advertise than 3D. By 2017, holdouts like LG and Sony finally ceased production of consumer 3D TVs as sales dwindled to near zero. While 3D capability still lingers in high-end videophile and gaming projectors, along with niche offerings from a couple brands, the technology never took off in the mainstream living room.

Examining the Factors Behind LG Dropping 3D

LG was one of the biggest proponents of 3D TV technology in 2010-2012, pioneering technologies like cheap passive 3D glasses that were more comfortable for extended viewing sessions. However, by 2015 the company began moving away from actively marketing 3D capability as sales fell off a cliff.

There were several factors that likely influenced LG‘s decision making:

• Lack of a viable 3D content ecosystem – Unlike smartphones where LG could pre-load its own apps and services to highlight new features, the company relied entirely on external content providers for supplying 3D video content. With studios and streaming platforms offering very little 3D content, there was diminishing incentive for consumers to care about the feature. Sports and PPV events that were initially offered in 3D saw minimal engagement.
• Rapid growth of 4K – As 4K TVs dropped in price and became accessible to more households, and 4K content expanded via streaming services like Netflix, LG focused promotional efforts on 4K and HDR which offered an immediately noticeable boost to picture clarity. Between 2013 and 2016, 4K TV adoption rose from below 5% to over 25% of shipments.https://www.statista.com/statistics/601812/4k-tv-unit-sales-worldwide/
• Risk of OLED burn-in – LG‘s early generation OLED TVs, which the company was aggressively pushing in the premium segment, were prone to permanent image retention and burn-in issues. This risk could be exacerbated by static screen elements like subtitles, networks logos, and game HUDs. 3D with its depth-based imagery could also contribute to uneven pixel wear. This likely further discouraged prioritizing 3D support.
• Increased manufacturing complexities – Producing the active-shutter glasses, processors to sync TV scanning with glasses, additional components and manufacturing lines added costs while demand was evaporating. Supply chain simplification for higher margin products made more sense.

By 2016, it was becoming apparent that 3D TV had been a short-lived fad. LG made the decision that the engineering resources and supply chain complexity required to support 3D were no longer justified based on negligible consumer interest and purchasing behavior. As competitor Sony made a similar business decision to drop 3D TVs in 2017, it marked the end of major TV makers embracing the technology.

LG‘s Final 3D TV Models

While Samsung and Sony pulled 3D from most mainstream models by 2015, LG continued to support 3D in select premium TVs until 2017 when it launched its final models with 3D capability:

• LG OLED65E7P and OLED65G7P – These 2017 LG OLED TVs included passive 3D support and LG‘s latest a9 Gen 2 processors. As 4K OLED TVs with HDR, they represented LG‘s most advanced display technology paired with its lingering 3D feature.
• LG 65SJ9500 Super UHD TV – This 65-inch LED LCD TV offered full-array local dimming, IPS wide viewing angles, and passive 3D support. It signaled the end of LG‘s 3D capability in mainstream LED TVs as well.

These last 3D models still included LG‘s latest innovations in display tech and smart platforms. But the absence of 3D from lower-tier offerings indicated LG no longer considered it a worthwhile differentiator or selling point. As these premium 3D TVs reached end-of-life in 2018, it brought an official end to LG‘s 3D TV era.

Do Any Companies Still Offer New 3D TVs?

With the three former major champions of consumer 3D TV – LG, Samsung and Sony – all exiting the 3D TV market entirely between 2016-2018, options are very limited for anyone still seeking a new 3D-capable TV model today.

However, a handful of lesser known niche brands such as Vizio continue to offer 3D on select models:

• Vizio M-Series – Vizio‘s 2021 M-Series Quantum 4K HDR TV lineup includes passive 3D support on certain screen sizes like the 50" and 55" models.
• TCL 6-Series – TCL‘s popular mid-range 6-Series Roku TVs still include auto 3D detection on some models using active shutter 3D glasses.

But these brands represent a tiny fraction of the overall TV market. For them, retaining a legacy feature like 3D on some models provides a minor bit of differentiation from major players that have moved on. But most industry experts consider 3D capability obsolete outside of serving the aging installed base of existing 3D TV owners.

Among home theater enthusiasts and videophiles, a niche interest in 3D persists which has kept the feature alive in some 4K projectors from specialty brands like Optoma and BenQ. But when it comes to mainstream living room TVs, 3D support is no longer considered a serious selling point or tech showcase by the likes of LG, Samsung and Sony.

Options for Enjoying 3D Content on a Modern TV

While buying a new consumer TV with integrated 3D is essentially a non-starter today, there are still a few options for 3D movie buffs or gaming enthusiasts to enjoy content:

• Use an existing 3D TV – Millions of 3D-capable TVs are still hooked up in homes today. For those that already own one, using it with a 3D Blu-ray player or streaming device remains a great way to enjoy quality 3D movies.
• Buy a used 3D TV – Used or manufacturer refurbished 3D TVs from top brands like LG and Samsung can still be purchased at reasonable prices through retailers, eBay, and Craigslist. This allows tapping into 3D capability for less.
• Connect an external 3D Blu-ray player – On supported TVs, adding an external 3D Blu-ray player using the HDMI input enables 3D movie playback from disc.
• Get a 3D projector – Home theater projectors with active 3D support offer a more cinematic way to watch 3D content on a big projection screen.
• Use a VR headset with 3D movies – Consumer VR headsets like the Meta Quest 2 can be used with apps like Bigscreen to view 3D movies in a simulated 3D environment.

While buying a brand new 3D TV is not in the cards, these options allow enjoying a collection of 3D Blu-ray titles or gaming in 3D on existing displays. For LG 3D TV owners, even 2015-2016 models that supported passive glasses can continue delivering excellent 3D for years to come.

LG Remains on the Cutting Edge Despite Dropping 3D TVs

While shutting down its 3D TV efforts, LG has doubled down on innovating in other areas of display technology:

• OLED leadership – LG remains the primary producer of OLED panels for TVs. Their per-pixel lighting control and infinite contrast enable best-in-class picture quality.
• Processing and gaming features – LG‘s newest a9 Gen 5 AI processors power features like 4K 120Hz input, variable refresh rates (VRR), and auto low latency mode (ALLM) for next-gen gaming.
• Latest video formats – LG TVs support advanced video codecs like HEVC and AV1 for streaming 4K content. Dolby Vision IQ optimizes HDR picture on a scene-by-scene basis.
• Smart ecosystem – webOS provides access to all major streaming apps and works with Google Assistant, Alexa, Apple AirPlay 2 and HomeKit.
• Sleek design – Incredibly thin LG OLED TVs with gallery design can be mounted completely flush against a wall for a futuristic floating screen look.

Rather than looking backwards at failed tech like 3D TV, LG has invested in display innovations that provide an enhanced viewing experience, smarter streaming features, and sleek modern styling that sells. Leading picture quality advancements like OLED and high-end processing deliver "wow factor" improvements that make up for the lack of 3D support in LG‘s current lineup.

Why the 3D TV Experiment Ultimately Flopped

In closing, the 3D TV revolution was ultimately short-lived, lasting only 3-4 years in the early 2010s before collapsing. While early adopters were willing to try the technology, a range of practical drawbacks along with lack of content failed to drive mass consumer adoption beyond the novelty phase. Unable to instill an ecosystem to support it, LG and other TV makers realized 3D capability was becoming more of a cost and complexity burden than a worthwhile feature.

For those who still enjoy 3D movies, owning one of LG‘s last high-end 3D OLED TVs provides an excellent way to experience immersive 3D at home. But most consumers are no longer factoring in 3D as a consideration when shopping for a new TV. LG astutely realized that resources devoted to supporting and manufacturing 3D TV technology could be better invested in innovations that bring tangible improvements to the viewing experience over standard HDTVs rather than resurrecting failed tech like 3D.

Going forward, brands like LG are focused on the future – not looking backwards. Expect leading TV makers to continue pushing the limits of display tech in areas like resolution, contrast, color and smart connectivity to make today‘s content look its absolute best. While 3D may see occasional short-lived comebacks, its time as a core feature in LG and Samsung TVs appears to have passed for good.