Skeptics be dammed - BluRay is kicking along just nicely thanks, in fact better than DVD did in its early years.
The Blu-ray disc format saw faster uptake during its first few years than DVD, according to analysts.
Researchers at Futuresource said that, in the first three years of availability, Blu-ray players posted higher numbers than DVD managed during its infancy in the late 1990s.
The analyst firm predicts Blu-ray players to chalk up some 10.48 million unit sales in 2008, the player's third year of availability.
By contrast, just 1.58 million DVD players were sold in that format's third year on the market in 1999.
"Focusing on like-for-like coverage in Western Europe, and comparing the first few years of uptake, the early indications are that Blu-ray disc player sales are running way ahead of DVD after the same time period," said Jim Bottoms, managing director of corporate development at Futuresource.
Blu-ray has had to fend off a challenge from rival format HD-DVD, a war which ended earlier this year when movie studios and hardware manufacturers sided en masse with Sony's standard.
As more of the recent adopters begin to churn out their first Blu-ray players, analysts expect to see a late-year rally in sales.
"This is continuing to encourage player prices downwards and is keeping the product in the public eye," explained Bottoms. "As we move towards Q4 we expect this to intensify."
One of the main reasons for Blu-ray's sharp ascent in comparison to its predecessor was Sony's decision to use Blu-ray as the basis for its PlayStation 3 gaming console.
The addition helped Blu-ray infiltrate not only the home cinema market, but the gaming world as well.
"The timing of the PS3 launch has clearly provided a big boost to the initial uptake of Blu-ray disc," said Bottoms.
"With a number of hot games titles now starting to emerge, and console prices continuing to fall, we can expect to see continued strong uptake.
"Installations are projected to continue to run significantly ahead of DVD."