As in the US, recent Blu-ray uptake in Europe has been encouraging: Thanks to the PlayStation 3, Blu-ray players are now in 10% of European homes, and the Blu-ray Disc Association expected that more than 30 million Blu-ray discs would be sold during 2009. However, because of consumer confusion about high-definition (HD) in general and the intensification of competition that Blu-ray will face in the medium term, Blu-ray will not be as successful as DVD once was — especially if consumer electronics (CE) makers continue to focus exclusively on HD. With this in mind, CE makers should not wait to push new Blu-ray features. Access to over-the-top video content should be at the top of their priority list.