More US households now own DVD players (81.2% of all households) than VCRs (79.2% of households). As of Q3 2006, DVD penetration in the US is up 6% from the previous year and continues to grow, while VCR penetration has started a decline. In 1999, DVD penetration was only 6.7% and was dwarfed by VCR ownership at 88.6%, Nielsen Media Research reports.