The 250-store UK rental giant Blockbuster is to snub HD-DVD in favour of Blu-Ray after finding consumers are favouring the Sony format.

A report by The Associated Press has revealed that Blockbuster is to expand its Blu-Ray titles after discovering that 70 per cent of its customers plumped for Blu-Ray over HD-DVD.

The announcement will be a major boost for Sony as it looks to establish the format as the winner in the current high-definition war, as well as helping to promote its PlayStation 3 console.

“The consumers are sending us a message. I can't ignore what I'm seeing,” senior vice president of merchandising at Blockbuster Matthew Smith told The Associated Press.