According to a new report from Strategy Analytics, Ultra High-Definition is poised for rapid adoption in the U.S., with a projected 33 percent of households expected to have UHD TV sets by 2020. The report, “Ultra High-Definition TV Displays: Global Market Forecast: 2012-2020,” predicts that North America will become the leading region in UHD penetration by 2020, and entry level prices for UHD TVs will drop below $2,000 this year from one or more of the major brands.

“Globally, UHD TV display shipments totaled 1.7 million units in 2013, up from just 72,000 in 2012,” reports Telecompetitor. “Domestic demand in China accounted for the bulk of UHD TVs shipped last year, though there were indications toward the end of 2013 that sales momentum was building in North America and Western Europe, according to the market research company.”

“Demand for UHD TVs is exceeding previous expectations and current adoption rates are similar to those of 1080p TVs back in the mid-2000s when sales penetration hit around 5 percent of total flat panel demand by the end of year 3 of 1080p sales,” said David Watkins, Strategy Analytics’ director for Connected Home Devices. “By the end of the decade, UHD will become standard in screen sizes larger than 40-inches although sub 40-inch sets will remain mostly within the realm of 1080p.”

Telecompetitor lists the following key takeaways from the Strategy Analytics report:

• UHD TV shipments will account for 41 percent of global flat panel TV units in 2020, up from just 4 percent in 2014.
• The USA will overtake China in 2020 to become the leading country in terms of UHD TV household penetration. By region, UHD household penetration will reach 32 per cent in North America, 22 percent in Western Europe and 18 percent in Asia Pacific by 2020.
• Entry level prices for UHD TVs will drop below $2,000 before the end of 2014 from one or more of the major global TV brands (Samsung, LG, Sony, and Panasonic).