The North American HD DVD Promotional Group has got very excited this week, because it's celebrating its first anniversary since it launched HD DVD hardware and movies to consumers.

To sweeten the news, the group is also claiming that in the first year, the US has consumed 100,000 units excluding PC drives or the Xbox 360 HD DVD drive from Microsoft.

Those keen to see the penetration of the players; it calculates to approximately 0.033% of the 300.5 million population owning one.

The Group say these figures clearly put it ahead of of any other high definition format according to the group, although it clearly isn't taking into account the sales of Sony's PS3 console.

According to Jodi Sally, vice president of marketing, Toshiba America Consumer Products: “Retailers are showing a significant increase in sales volume this month so far. On Amazon.com, our HD DVD players continue to rank among the top ten best sellers of all DVD players, which says a lot about how consumers relate to price”.

The news comes as some online retailers have dropped the price of the company's entry level player to under £250.