Two trends are leading the sales surge: A rising number of owners seeking high-def content, and cheaper Blu-ray players.

"The rising penetration of high-definition televisions and lower Blu-ray player prices are broadening the format's market opportunity," said NPD Group analyst Ross Rubin in a prepared statement.

And while HD movie fans have a growing number of online alternatives to physical media, including high-def flicks on and , "Blu-ray is carrying forward the widespread appeal of DVD into the high-definition marketplace," says Rubin.

It's likely that part of that appeal is the fact that Blu-ray looks and acts like DVD. There's little if any learning curve, particularly if you simply want to play discs and not fuss with Blu-ray's more innovative features, such as Ethernet connectivity and Internet streaming via Netflix, CinemaNow, and other online providers.

If you're familiar with DVD--and everybody is at this point--the transition to Blu-ray appears painless. Simply slip a disc into the player, and you're good to go. While online services aren't necessarily complex, many users are likely reluctant to try something new.