HDTV is used more and more as a unique selling point for TV providers. Consumers have been buying the necessary TV sets for several years, and the HD penetration rate has been increasing since 2005. Immovator, UPC and KPN estimate a penetration 60-70%. According to Telecompaper HDTV as primary TV set is more important than the number of HDTVs sold, which shows a percentage of 40% at the end of 2009. TV distributors have a strong marketing focus on HDTV, because of increasing device sales.
