Sony says shipments of its Blu-ray high definition DVD players in the US could jump sixfold this year, to 600,000.
It attributes the growing demand to some films coming out on its format and not the rival HD DVD technology, according to Bloomberg.
Meanwhile, Toshiba has lowered the sales target for its HD DVD devices in the US to 1 million from 1.8 million.
The battle of next generation DVD formats has been likened to the competition between VHS and Betamax.
Sony's Playstation 3 games consoles come equipped with a Blu-ray drive while Toshiba plans to put HD DVD drives in all its laptop computers next year.
Come on Microsoft, pull ya fingers out of ya asses and get promoting HD-DVD more heavily, its the better format but is getting next to zero promotion. BBC News Report