Amazon to discontinue Lovefilm by Post over ‘decreased demand’

Amazon said on Monday its DVD rental service Lovefilm by Post, which has been available in five countries, will be discontinued on October 31 as the rising popularity of streaming services led to a “decreased demand” for DVD and Blu-Ray discs.

The internet giant, which acquired Lovefilm in 2011, claimed it “enjoyed delivering” the rental service to customers, but said it was time to abandon it as customers are greatly switching to streaming services when watching movies and TV series. Lovefilm’s switch to the streaming platform started in 2010 when Amazon began offering some of the DVD rental company’s content via online streaming, as well.

Amazon added it intends to donate all its discs to “charity partners” after Lovefilm stops existing and insisted all Lovefilm employees will be given “alternative roles” within Amazon.


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