Netflix's DVD-by-mail service bows out as its red-and-white envelopes make their final trip
The curtain is finally coming down on Netflix's once-iconic DVD-by-mail service, a quarter century after two Silicon Valley entrepreneurs came up with a concept that obliterated Blockbuster video stores while providing a springboard into video streaming that has transformed entertainment.
The DVD service that has been steadily shrinking in the shadow of Netflix's video streaming service will shut down after its five remaining distribution centers in California, Texas, Georgia and New Jersey mail out their final discs Friday.
The fewer than 1 million recipients who still subscribe to the DVD service will be able to keep the final discs that land in their mailboxes.
Some of the remaining DVD diehards will get up to 10 discs as a going away present from a service that boasted as many as 16 million subscribers. That was before Netflix made the pivotal decision in 2011 to separate the DVD side business from a streaming business that now boasts 238 million subscribers and generated $31.5 billion in revenue year.
The DVD service, in contrast, brought in just $146 million in revenue last year, making its eventual closure inevitable against a backdrop of stiffening competition in video streaming that has forced Netflix to whittle expenses to boost its profits.
“It is very bittersweet.” Marc Randolph, Netflix's CEO when the company shipped its first DVD, ""Beetlejuice," in April 1998. “We knew this day was coming, but the miraculous thing is that it didn't come 15 years ago.”
Although he hasn't been involved in Netflix's day-to-day operations for 20 years, Randolph came up with the idea for a DVD-by-service in 1997 with his friend and fellow entrepreneur, Reed Hastings, who eventually succeeded him as CEO — a job Hastings held until
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