Since its inception in 2006, sceptics have believed that Blu-ray is merely an interim format soon to be usurped by digital downloads.
This isn't the case, according to the BDA, who don't see downloadable content as a rival to the format but something that compliments it.
"Blu-ray can co-exist with downloads," explained Andy Parsons of the BDA, speaking at CES. "Downloads are a temporary content, which are best for renting. There's nothing better than buying an actual product. There's no need for one to kill the other."
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Downloads do no harm
Also speaking at the BDA conference in Las Vegas was Tom Adams, of Adams Media Research, who felt that downloads wouldn't kill off Blu-ray, predicting that the HD format reign supreme for some time to come.
"Downloads are not harming package delivery," explained Adams. "The growth of gaming may have harmed blu-ray sales, but packaged media going forward will sell around $20 billion a year [in the US], whereas even in five years downloads will only take around $5 billion."