NPD analyst Ross Rubin has a different explanation for the drop in Blu-ray player sales.
“When Blu-ray was fighting HD DVD, that was a battle of passion,” Rubin said. “Now Blu-ray is fighting a battle of apathy in which most consumers are either unaware of Blu-ray or have yet to be convinced that it’s a better format” than standard DVDs.
Rubin said NPD surveyed consumers late last year, and “an overwhelming number of them said they weren’t investing in a new next-generation player because their old DVD player worked well.” He added that consumers also felt that “next-generation players were too expensive. It’s clear from retail sales that those consumer sentiments are still holding true.”