Figures compiled from Understanding & Solutions and Screen Digest, quoted in Home Media Magazine, put the number of HD DVD players and Xbox 360 add-on drives in Europe at 55,000 units. They are dwarfed by the installed base of 750,000 PlayStation 3 BD game consoles.

Sales of standalone Blu-ray players are unknown, but are likely to be considerably smaller than the HD DVD players given the higher prices, later market launches and the widespread availability of the PS3.

According to U&S, BD discs outsold HD DVD media by a 3:1 ratio during 2007, with Blu-ray passing the million-disc mark last November. This points to an “attach” rate of more than six discs per HD DVD players versus less than one disc per BD machines, thus giving support to the HD DVD Promotion Group’s contention that PS3s are primarily bought for games, not hi-def movies.

According to the latest industry update from the NPD Group, US consumer interest in Blu-ray players is growing while interest in HD DVD is flattening. The study points out consumer desire to buy Blu-ray players has risen since Warner Bros. announced last month that it would endorse the high-def disc format. The decision has given Blu-ray a 5-2 advantage over HD DVD among major studios.

Dedicated Blu-ray player represented 65 percent of unit volume share during the period ending January 26 and 69 percent of retail sales dollars, according to leaked data. HD DVD players accounted for 28 percent of hardware unit sales and 14 percent of overall HD disc retail dollars. The remainder can be attributed to combo player sales share at 6 percent unit sales and 17 percent dollar share.

The NPD research study found that 8.1% of consumers said they "intended" to buy a Blu-ray player, compared to 6.3% late last year. However, the consumer intent to buy HD DVD is still slightly higher than for Blu-ray, but NPD says it has declined of late.

Jodi Sally, Toshiba Digital A/V Group marketing VP, points out that there were several promotions being run by Blu-ray manufacturers during that period that offered free players with the purchase of select HDTVs, though included in retail statistics.

“On Amazon.com, a public site, I can point out that Toshiba’s HD DVD players consistently rank as the top sellers of all DVD players on their site.” Sally said on TWICE website.

According to leaked data, on TWICE, leading brands of dedicated high-definition disc players during the January 26 period were: Sony (32% unit share), Toshiba (28%), Samsung (13%), Sharp (17%), Panasonic (8%), LG (1%).

Despite the improvement for Blu-ray, NPD also says that less than 10 percent of consumers say they plan to buy a player in either format in the next six months.

Story filed 11.02.08