Today the NPD Group, a research firm, announced the results of their survey of first quarter Blu-ray player sales, which marked a 72 percent increase over last year's figures. According to the report, Blu-ray player sales in the United States have exceeded 400,000 units, with dollar sales increasing 14 percent to $107.2 million, and overall consumer awareness of the format has reached 90 percent.

"The rising penetration of high-definition televisions and lower Blu-ray player prices are broadening the format's market opportunity," said Ross Rubin, director of industry analysis at NPD. "Even as options expand for accessing movies digitally, Blu-ray is carrying forward the widespread appeal of DVD into the high-definition marketplace."

NPD's retail tracking division also reported that the average selling price for Blu-ray players dropped 34 percent, from $393 this time last year to $261 today. The report also went on to predict that within six months the average will fall even further to around $214.

There is no doubt that cost-efficiency and growing awareness have been huge factors in Blu-ray's recent success, but the threat of digitally distributed media still looms. Streaming and downloading services are continuing to grow as well, and it should be interesting to see which of the two experienced the largest growth by the end of 2009. Time will tell.

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