The Blu-ray high-def disc format will reach the mainstream of American homes by 2010, according to a study by the research firm NPD, and as reported by Video Business magazine.
The high-def format has struggled since its launch in 2006, particularly during the format war with rival HD DVD. (Toshiba, the main supporter of HD DVD, pulled the plug on the format in early 2008.) However, both player and disc sales have steadily risen this year thanks in part to lower prices.
NPD says that Blu-ray audience base has expanded from early adopters to "sensibles" and "dreamers" -- two consumer segments that usually wait for a new product to prove itself before embracing it.
In 2008, "cutting-edge" consumers represented 20 percent of the U.S. population -- and 64 percent of Blu-ray owners. However, the cutting-edge group now makes up just 38 percent of the Blu-ray base.
The "sensibles' and "dreamers," which represent 42 percent of the U.S. population now make up 37 percent of the Blu-ray audience, compared to just 22 percent in 2008.
Consequently, with player and disc prices continuing to fall, NPD predicts that Blu-ray will become a mainstream product in 2010.
“In the last year, we have made great strides toward becoming mainstream, but we’re not quite there yet,” said NPD analyst Russ Crupnick. “But going into the holiday season, we are seeing a combination of fairly reasonable price points on hardware and a lot of content. By February, after the holidays, it’s going to quickly look more and more mainstream. We are on that path.”
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