Netflix has announced the closure of its original DVD by mail business,, marking the end of an era after a 25-year run. The decision comes as Netflix focuses on retooling its streaming offerings, including a new ad-supported plan.

“Our goal has always been to provide the best service for our members, but as the DVD business continues to shrink, that’s going to become increasingly difficult,” Netflix co-CEO Ted Sarandos wrote in a statement. The last discs will be mailed out September 29, and must be returned by Oct. 27.

Over the years, shipped an estimated 5.2 billion DVDs to its subscribers. The first DVD ever shipped by the service was Beetlejuice on March 10, 1998, marking the beginning of a new era in home entertainment. The most popular title shipped by was The Blind Side, a critically acclaimed drama.

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