The iconic red envelopes will be disappearing from mailboxes in September.
Years before it ever streamed TV shows or movies, Netflix launched with a simple idea: Replace the outmoded DVD rental experience by delivering DVDs to customers and letting them mail them back when they were done . Soon, Netflix’s red envelopes were everywhere, and Blockbuster, the dominant DVD rental company of the era, was on the ropes.
“Our goal has always been to provide the best service for our members but as the business continues to shrink that’s going to become increasingly difficult,” Netflix co-CEO Ted Sarandos wrote in the blog post Tuesday. The DVD business was also the subject of one of the most infamous moments in Netflix’s history: When it said it would spin off its DVD service as a new company called Qwikster, separating its streaming and DVD offerings. Customers revolted, and the DVD service stuck around as part of the main Netflix service .
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