There are currently 28 million HDTV households in the United States, which is about one-fourth of the population, according to a Frank N. Magid Associates study conducted in March 2008.

According to eMarketer, during the 2007-2008 holiday and Super Bowl season, 5.5 million households bought their first HDTV set, while another 3 million homes added their second HDTV.

The demand will be driven by current HDTV owners - almost 40 percent of HDTV owners said they plan to purchase another one in the next 12 months.

"Consumers who become accustomed to the sleek and contemporary appearance of their first HD set are now looking to bring that benefit into other rooms in their home," said Maryann Baldwin, vice president at Magid Media Features, according to eMarketer.

Other factors driving its growth include price drops, the upcoming Summer Olympics, and a mistaken belief among some consumers that an HDTV set is required for the digital transition in 2009, eMarketer reported.