Netflix is now pushing DVD subscribers over to DVD.com (A Netflix Company). This is essentially what Netflix wanted to do in 2001 with Quickster but now with a much better name. Quickster was going to be a new company that would handle all Netflix DVD rentals as Netflix focused 100% on streaming. Now DVD.com is a new company separate from Netflix but owned by Netflix separate to the point that even reviews of DVDs are not seen on the streaming side.
Netflix faced harsh backlash to the Quickster idea around October 2011, and they shelved the idea. In January 2016 they brought the idea back as DVD.com, but they started silently rolling it out to their users.
So why have a new company handle the DVD side of Netflix streaming? There are a few likely reasons. First DVDs are a dying business that represent just a fraction of Netflix subscribers. Moving it over to DVD.com allows Netflix staff to focus 100% on streaming. This also frees up Netflix from what is likely the dying DVD business. As a publicly traded company, they need to think about the day that DVD rentals will go away. (That is not likely to be any time soon.)
No details have been released about when Netflix will move 100% of their DVDs over to DVD.com ending all ties to Netflix, but they clearly want to get them off Netflix.com as quickly as possible without the backlash that happened in 2011.
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