In the past two years, the term "HDR" has become a hot topic in the tech world, but excessive marketing has also led to consumer fatigue. So, what's the real state of HDR's market development? Kendra Chamberlain explored HDR's technology and its market applications. Here's a detailed summary:
Apple recently introduced the latest version of Apple TV, with CEO Tim Cook calling HDR a technology that “makes the living room magical.†While High Dynamic Range (HDR) imaging has been around for a few years, Apple’s announcement marks a major milestone: HDR is finally entering the mainstream.
Since 2016, consumers have had access to both HDR content and devices. Ian Nock, a senior analyst at Fairmile West Consulting, humorously divides HDR history into two parts: before and after 2016 CES. At that year's event, most TV brands launched new 4K HDR TVs, along with other products supporting HDR.
David Mercer, an analyst at Strategy Analytics, predicts that nearly 5% of North American households will own an HDR TV this year. However, he notes that the true adoption of HDR is still in its early stages. “We’re just at the beginning of the innovation curve,†he says.
Despite greater industry support than 4K, the HDR ecosystem still faces significant challenges.
Confusion Over HDR Equipment
As consumer awareness of HDR grows, so does the complexity of the market. From TV manufacturers' marketing strategies to the rise of end-to-end solution providers, and the confusing classification of certifications, consumers are often left puzzled.
Paul Gagnon, head of TV research at IHS Markit, explains: “There’s a lot for consumers to figure out in the industry chain. Even if you have an HDR TV, an HDR source device like a Blu-ray player or Apple TV, and HDR content from Netflix or Blu-ray, it doesn’t guarantee you’ll see HDR.â€
Most of the confusion stems from unclear terminology. HDR refers to video production formats, encoding standards, decoding capabilities, and display performance—plus various patented solutions emerging in recent years.
For example, while the number of HDR TVs is growing, not all of them can properly display HDR content. Gagnon adds: “Not all HDR TVs can fully render HDR. The brightness output varies significantly. Some low-end models might only reach 300 nits, which isn't much better than non-HDR TVs.â€
To address these issues, the UHD Alliance introduced the Ultra HD Premium certification, which supports open HDR10. However, not all TV manufacturers have adopted it, and many still use the term "HDR" in their marketing.
More confusion comes from end-to-end HDR solutions like Dolby Vision and Samsung HDR10+. These systems meet the basic HDR10 standard but aim to provide a better experience. For full HDR effects, every part of the ecosystem must support it, which is still a challenge for consumers.
Although these solutions receive a lot of attention, their coverage remains limited. Nock says: “We still don’t know how many TVs and set-top boxes support these technologies.†For instance, Dolby Vision may target high-end devices rather than the mass market.
OTT Platforms Lead Content Delivery
While hardware adoption is increasing, HDR content in the U.S. is currently mainly available through OTT platforms. Digital players have an advantage due to easier infrastructure upgrades, making OTT devices the first to support HDR.
2016 was a breakthrough year for HDR equipment. In addition to the growing number of HDR smart TVs, Roku launched the first HDR streaming media player, Sony added HDR support to the PS4, and Microsoft released the Xbox One S. A Blu-ray player supporting HDR also debuted late in 2016.
As new HDR-enabled streaming devices hit the market, online video providers began offering HDR content. Amazon introduced its first HDR series in late 2015, followed by Netflix a few months later. Both services provided HDR content directly on their apps, pre-installed on new HDR TVs.
Traditional content providers are also experimenting with HDR. Gagnon states: “Studios, broadcasters, and distributors are excited about HDR because it offers significant visual improvements that could shape the next 5–10 years.â€
Hollywood studios have quickly embraced HDR, seeing it as a more impactful upgrade than 4K. As soon as HDR Blu-ray players were available, studios released premium HDR home entertainment titles, such as 21st Century Fox’s “Mars Rescue†and “The Fantasy Rafting of the Juveniles.â€
Broadcasters and Service Providers Prepare
Despite the variety of HDR solutions, traditional service providers and broadcasters haven’t yet committed to one specific format. The main issue is deciding which type of HDR to support.
HDR splits into two camps: Perceptual Quantizer (PQ) and Hybrid Log Gamma (HLG). HDR10, Dolby Vision, and HDR10+ are based on PQ, while HLG is popular among broadcasters and was developed jointly by BBC and NHK.
This division is a major obstacle for broadcasters. HLG allows a single signal to deliver HDR to HLG devices and SDR to non-HDR devices, unlike PQ, which requires two signals. Fortunately, most major TV manufacturers now support HLG via software updates.
Nock emphasizes that it's not a format war between PQ and HLG. “Each has its strengths and weaknesses. With universal TV support, we’ll soon see set-top boxes follow suit.â€
Experts agree that linear broadcasting won’t adopt HDR anytime soon. HLG remains underdeveloped. Nock says: “Some companies are planning, but the timing is unclear. In 2017, they evaluated formats and launch strategies. In 2018, we’ll definitely see mainstream plans in Europe and the U.S.â€
So far, only two U.S. providers have announced HDR plans: Comcast and AT&T’s DirecTV. Comcast, a leading pay TV provider, announced an HDR set-top box in 2016. However, the rollout has been delayed due to 10-bit HEVC integration. The company hopes to launch a 4K HDR set-top box during the 2018 Winter Olympics. DirecTV also aims for a 2018 release, but details remain scarce. Neither company has revealed which HDR technology they will support.
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