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Blu-ray Adoption Won’t Happen Until 2009, Research Finds
Bernstein Research says sub-$200 players needed for mass adoption won't come until the end of 2009.

04.23.2008 — A new report from Bernstein Research predicts that mass Blu-ray adoption won't start until the end of 2009, when players fall beneath $200.

The interest in upgrading to high-def players is only mild, and Blu-ray ownership won't hit 25 percent of US households until the end of 2011, as reported by Reuters/Hollywood Reporter.

But there is some good news for the home video market -- Bernstein Research analyst Michael Nathanson expects that Blu-ray sales will help revenues grow 2.4 percent compounded annually between 2007 and 2011.

Without Blu-ray discs, the market would be down 2.2 percent each year, Bernstein estimates.

Disc ownership is down among Blu-ray owners compared to first-time DVD owners, who owned nearly 30 titles at the same point in the adoption curve, according to the report. Blu-ray households own an average of three titles a piece.

According to recent research from Interpret, LLC, Blu-ray awareness has hit 60 percent, but hardware penetration is still low. The Reuters report argues that Sony's PlayStation 3, which has an embedded Blu-ray drive, isn't doing the job.

Plus, since the vast majority of Blu-ray players are in homes because Sony has embedded them into the PlayStation 3 video game consoles, many consumers don't seem to care that they even have a Blu-ray player.


With new titles coming from former HD DVD supporters like Universal, it'll be interesting to see what effect an increased library will have on Blu-ray adoption.

Thinking about jumping into Blu-ray ownership? Click here to view some options.

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Comments

Posted by RND_Rod  on  04/23  at  10:17 AM

The researchers say adoption is slow, but in the Sacramento area, there isn’t a BD player to be found on the shelves of the 4 local big box stores.  I’d say folks are wolfin’ em down as fast as they hit the stores…..

Posted by longaway  on  04/23  at  04:49 PM

They seem to be missing the biggest roadblock to wide-spread Blu-Ray adoption:  The televisions.

The prices of HDTVs are still ridiculously high for mass adoption to occur.  Until you own an HDTV, Blu-Ray is just a nice idea for the future.  Even if you already own a PS3.

Posted by Dresden  on  04/27  at  09:37 PM

Unfortunately, it may be too late too little..

By end of 2009, you will be able to get a fine home theater PC, and using cable or fibre optic (fios) be able to stream high def. movies at 30mbs/sec. to your home very affordably.

Wireless connections from your home theater PC to your flat panel television(s); and there is no reason to buy a stand alone player, and discs, that have to be maintained and stored.

Cost effective and cheap is the way of the future, and streaming HD content to wireless home theater PC’s will obliviate Blu-ray by 2010.

Unless you just like to collect antiques..smile

Posted by Irfan  on  04/28  at  12:55 PM

maybe for you, Dresden, a HTPC would make sense.  but there are over 6 billion people in the world that probably want something simpler to use.  HTPCs are nice, but Im pretty tech savvy myself…build my own PCs, built my own subwoofer, etc… and even I dont want to deal with the hassle of HTPC software. average joe wants to put a disc in, have it play.  in theory a HTPC can do that.. but in reality, they screw up because they are personal computers at heart.

in regards to FiOS, it wont be that widely available that soon, and it wont exactly be dirt cheap either. VOD has some ways to go with its infrastructure, and people are already accustomed to stand alone media players.

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