Netflix Bids Farewell To Mailing Service With ‘Final Surprise’ For DVD Diehards

As the curtain falls on Netflix’s DVD-by-mail era, it is calling for its loyal fans to celebrate the last journey it will make before the entity shuts down for good with its ‘Netflix DVD Final Surprise’.

The conclusion is marked by a unique gesture–a “finale surprise” for the remaining customers. The final mailing day, September 29, holds a promise: customers who opt-in can receive up to 10 additional discs, a nod to both the past and the future. The venture was first spotted in an email to Collider, and Netflix later posted it on its Reddit.

Back in 2007, it introduced a novel concept: video streaming incorporated within its DVD-by-mail subscription framework. This pivotal move marked the dawn of a new era where on-demand convenience converged with content variety.

Netflix attempted to separate streaming from its DVD business in 2011, but this move faced a swift backlash. Within a mere month, a flurry of cancellations prompted a hasty retreat from the plan.

As streaming surged to dominance, the revenue from Netflix’s DVD-by-mail service significantly declined. By 2022, the revenue generated by this traditional model had dwindled to $145.7 million, which is modest when compared to its most recent annual reporting of $32 billion. 

For some who grew up with snail mail and disc players, though, these physical entertainment paraphernalia may bear sentimental value as nostalgic relics of yesteryears, especially those of the films that accompanied memorable moments of their lives.

Yet, like any limited-time offer, this “final surprise” comes with constraints. The promotion is subject to limited quantity and availability, echoing the transient nature of the very technology that precipitated this shift. And while the mailing of discs will cease after September 29, customers have a grace period for returns until October 27, 2023, allowing for the closure of accounts and the transition to a new era.

Perhaps some day, like vinyl records, DVDs would see the playback of its allure before collectors.

[via Variety and Deadline, opening image via Brandon Alms | Dreamstime.com]