The Blu-ray Disc Association says that the format is establishing itself in Europe "at a rapid rate", and claims that take up is "far faster" than DVD's.

The Association says that in its first three years, Blu-ray - including PS3 sales - has outsold DVD by about five times over the equivalent period.

British consumers bought 462,500 Blu-ray discs in November, a figure that's up 165% from the previous month.

Across Europe as a whole, over 6.5 million units of software have been sold to date, with year on year growth up 320%.

Overall sales are predicted to more than triple in 2009, reaching 2.5 million hardware units Europe wide.