Netflix recently made a move that has left me fuming: they’re removing the ability to add DVD rentals to your queue from streaming-enabled devices. This seemingly small change eliminates a button that appears next to movie titles on Netflix apps and devices, allowing users to quickly add a film to their mail-order DVD queue. The company claims it’s about simplifying the interface, but I don’t buy it. Something bigger is happening, and I think I’ve figured it out.
Netflix’s Push for Streaming—At Any Cost
Netflix has made no secret of its long-term goal: transitioning entirely to streaming. However, the reality is that the streaming library is still far from comprehensive. Many popular and recent movies are only available on physical discs, a frustration that has persisted for years. Instead of improving its streaming selection, Netflix seems intent on making the DVD rental process more painful, pushing subscribers to abandon it altogether.
Just months ago, Netflix increased the price of DVD plans while introducing a low-cost streaming-only option. Many customers, myself included, had to downgrade our DVD plans to avoid paying more. Now, they’re making it even harder to manage DVD rentals by stripping away a simple, useful feature. The result? Fewer people renting DVDs, whether intentionally or simply because they forget to add movies to their queue later.
The Real Strategy: Killing DVDs by Inconvenience
This change isn’t just about simplifying the user interface—it’s a calculated effort to phase out DVDs. The logic is clear: make DVD rentals more expensive, less convenient, and more frustrating, and customers will eventually stop using them. The company then has the justification to shut down the DVD rental service entirely.
What makes this move especially bizarre is that Netflix is investing time and money into removing a feature. As a software developer, I know this isn’t just a simple tweak. Netflix has to update its apps, resubmit them to app stores, modify firmware for streaming devices, and push updates to customers. Why go through all that trouble just to take something away? The only explanation is that they see DVDs as an obstacle to their future business model.
The Real Battle: Netflix vs. Hollywood
This is where things get interesting. Netflix’s biggest challenge isn’t technology—it’s the movie industry. Hollywood studios have long been resistant to making their films available for streaming right away. Their business model is built on theatrical releases, DVD sales, and traditional rental services. They don’t want streaming to cut into their profits.
This is why Netflix’s streaming catalog is filled with obscure indie films and older titles while blockbuster hits remain locked behind DVD rentals. The studios won’t budge unless they’re forced to. Netflix’s solution? Starve the DVD rental market until studios have no choice but to embrace streaming.
A Painful Transition to the Future
Netflix is essentially using its 20 million customers as leverage in a battle against Hollywood. By making it harder for people to rent DVDs, fewer discs will be purchased, fewer royalties will be paid to studios, and the traditional distribution model will start to crumble. Eventually, studios will have to concede and offer more films for instant streaming.
The strategy is ruthless, and it’s going to frustrate a lot of loyal customers along the way. But in the long run, it might just work. If studios cave, we could see a future where every movie is available on demand at a reasonable price. Netflix saves money by eliminating DVD logistics, and consumers get instant access to a wider range of films.
That said, Netflix needs to be honest with its users. Instead of pretending this is about interface simplicity, they should just admit that they’re pushing for a streaming-only future. Customers deserve transparency, even if the transition is going to be painful. If Netflix is going to drag us through this, at least let’s get it over with quickly.