Blu-ray Player Sales Rising as Prices Fall

According to market research firm NPD, sales of Blu-ray players has increased 72 percent in the last year, fueled by falling prices and growing consumer awareness.

Market research firm NPD has released its latest point-of-sales tracking data for for Blu-ray players, and the news may finally be good for backers of the Blu-ray high-definition disc format. NPD found that sales of Blu-ray players during the first quarter of 2009 increased 72 percent from the first quarter of 2009, with sales of standalone Blu-ray players (that is, player that aren’t bundled into things like the PlayStation 3) reaching 400,000 units during the quarter.

The increase in sales has been fueled in part by falling prices on Blu-ray gear: unit sales may have been up 72 percent year-on-year, but revenue was only up 14 percent to $107.2 million, owing to falling prices. According to NPD, the average selling price of a standalone Blu-ray player has fallen nearly 34 percent in the last year, from $393 in the first quarter of 2008 to $261 in the first quarter of 2009. Moreover, consumers finally seem to be understanding the Blu-ray message, with NPD reporting that overall consumer awareness of the Blu-ray format in the United States has reached 90 percent in the last six months.

"The leading driver of Blu-ray purchase intent is recommendations from friends, family, or co-workers," said NPD entertainment industry analyst Russ Crupnick, in a statement. "Blu-ray’s superiority used to be difficult for many consumers to grasp, but when friends rave about it, or demonstrate Blu-ray in their homes, they are selling the benefits in a way that is far more effective than simply viewing an advertisement or seeing it demonstrated at a retail store."

According to NPD, recent Blu-ray buyers are making their decisions based on pricing, promotions, and sales, rather than an early adopter’s drive to have the latest and greatest technology.