In a significant milestone marking the end of an era, Netflix has dispatched its final DVD rentals, closing a chapter that played a pivotal role in the company’s evolution into the streaming giant it is today. In a statement posted on X, Netflix officially announced, “Netflix will mail its final DVD on September 29, 2023,” while also recognizing that the iconic red envelope remains a symbol of their enduring love for entertainment.
This decision to conclude its DVD rental business was initially disclosed by Netflix in April of this year, with the official shutdown date set for September 29. The company cited the dwindling demand for physical rentals as a primary reason, emphasizing the challenge of maintaining the high-quality service they aspire to provide. The journey began in 1998 when Netflix dispatched its inaugural disc, “Beetlejuice,” and since then, it has sent out a staggering 5.2 billion movies in those recognizable red envelopes to a customer base exceeding 40 million.
DVD rentals played a pivotal role in Netflix’s trajectory, serving as the stepping stone for the introduction of on-demand streaming in 2007. By 2009, streaming had become Netflix’s flagship offering. Subsequently, the company diversified into producing its own original streaming content, and today, it boasts a subscriber base of over 238 million. Meanwhile, DVD rentals, which transitioned to DVD.com, gradually diminished in significance within Netflix. Although there are still DVD and Blu-ray enthusiasts, global sales witnessed a substantial 19 percent decline from 2021 to 2022. Notably, Disney recently announced the discontinuation of DVD and Blu-ray production in Australia.
Despite bidding farewell to this era, there is a silver lining for those with existing rentals. Netflix revealed this summer that customers holding onto their rented discs can retain them indefinitely and even request up to 10 additional movies to help the company clear out its remaining stock. The company conveyed, “Please enjoy your final shipments for as long as you like,” allowing a fond farewell to this enduring symbol of cinematic nostalgia.
