Future of TV tech: The future is big and bright

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  Quantumrun Foresight
• June 16, 2022

Insight summary

The transition from LED to OLED and now to microLED in display technology has allowed for more streamlined, high-quality screens, making the viewing experience more vivid and enjoyable. This ongoing evolution is not only about enhancing home entertainment but is also opening doors for advanced screen uses, like 3D displays, AR glasses, and unique screen models that blend seamlessly into interior designs. The intertwining of manufacturers, advertisers, and consumers through data-sharing agreements, alongside the potential shift towards augmented reality (AR), outlines a future where technology, privacy, and lifestyle choices interact in new ways, redefining how we consume digital content and interact with our surroundings.

Future of TV tech in context

The transition from LED to OLED in display technology was a notable shift, as it allowed for thinner television sets without compromising on image quality. OLED models, introduced by giants like SONY and LG in the early 2000s, offered a unique advantage as they did not require multiple layers or backlighting which was a staple in previous LED models. This technology managed to deliver crisper resolutions and better contrasts, setting a new standard in the market.

The story did not end with OLED, as technology keeps marching forward. Samsung, during the Consumer Electronics Show (CES) 2023, showcased MicroLED TVs as small as 50 inches, indicating a potential mainstream adoption of this technology in the near future. MicroLED operates on a somewhat similar principle as OLED but takes it a step further by utilizing millions of mini-LEDs, eliminating the need for a liquid crystal display (LCD). This new technology promises higher brightness levels and a significantly lower risk for image burn-in, which is a common issue with other display types.

However, as is often the case with newer technology, microLED came with a hefty price tag initially, with models starting at a staggering USD $156,000 at the beginning of 2022. Despite the cost, there is a shared belief among experts that microLED, akin to its predecessor OLED, is on a path toward becoming more affordable and adaptable to various screen sizes over time. As microLED technology matures and becomes more accessible, it may potentially set a new benchmark in the display technology landscape, influencing not only the home entertainment sector but also other industries that rely on high-quality displays. 

Disruptive impact

The evolving screen technology, as highlighted by Deloitte, is poised to alter the dynamics of television purchasing and viewing experiences. In an attempt to lower the prices of large, high-resolution screens, manufacturers may propose a data-sharing arrangement where buyers would permit the sharing of their viewing data with advertisers. This approach could foster a win-win scenario, where consumers enjoy superior quality viewing at lower costs, while manufacturers and advertisers gain insightful data to tailor their offerings and advertisements. Such data-driven models could provide a nuanced understanding of viewer preferences, enabling advertisers to target audiences more effectively, which in turn could change the advertising industry significantly.

Shifting gears towards the flexibility in television manufacturing, notable models like LG's rollable OLED television and Samsung's Sero, which has a swivel feature for a profile mode akin to smartphones, are stepping stones towards more adaptable display solutions. Similarly, the endeavors of Looking Glass Factory in creating 3D displays with a secondary glass screen for holograph projections from almost every angle, and Vuzix's exploration into integrating microLED in their upcoming smart glasses version, signify a broader spectrum of how screen technology is morphing. These developments not only underline the potential for enhanced viewer engagement but also open up avenues for novel applications in various fields such as education, healthcare, and real estate.

Projecting further into the late 2030s, the anticipated advancement in AR glasses might see some consumers transitioning from traditional television screens to AR glasses. These glasses, with the ability to project virtual screens of any size in any location, could redefine the concept of viewing and interaction with digital content. For companies, this trend may require a rethinking of content creation and delivery mechanisms to cater to this new mode of consumption. Governments too may need to revisit regulations pertaining to digital content and advertising in this evolving landscape.

Implications of continued advancement in television technology

Wider implications of continued advancement in television technology may include:

• The collaboration between advertisers and manufacturers potentially birthing more options for data trade-offs, leading to subsidized screen upgrades for consumers and a more reciprocal market dynamic.
• The transition towards 3D displays and AR glasses marking a significant stride in screen technology, leading to holograms finding their place not just on televisions but extending to smartphones, tablets, and laptops.
• The re-emergence of the "Television as a furniture" concept, leading to more innovative public and private interior designs that cleverly incorporate or transform large screens into multifunctional pieces.
• The continual enlargement of screen sizes possibly diminishing the allure of traditional movie theaters, leading to new partnerships between theater chains or media giants like Netflix and television manufacturers to offer subscriptions inclusive of advanced screenings on large at-home television units.
• The shift towards flexible and portable screen models possibly fueling a surge in remote and flexible working arrangements.
• The potential mainstream adoption of AR glasses potentially altering social interaction dynamics, leading to a new paradigm where individuals engage with digital content privately while in communal spaces.
• The accelerated manufacturing of high-resolution, large, and flexible screens raising concerns over electronic waste, leading to a stronger push for more stringent recycling and disposal protocols by the industry and governmental bodies.

Questions to consider

• How often do you upgrade your television? What new television technology would you be most excited to invest in?
• How have new screen technologies affected your viewing patterns or behavior? Does screen quality matter to you?