Amazon will close down its DVD-by-mail rental service Lovefilm in the UK and Germany on October 31, citing decreased demand. A precursor to Netflix in Britain, Lovefilm was founded in 2002 and acquired by Amazon in 2011 when it had more than 1.4M subscribers (Netflix launched in the UK in 2012). For a monthly fee, members were able to rent a DVD or Blu-ray disc by post and would then send it back once watched. Some content on the service was also available via streaming — that business was ultimately combined with Amazon Prime in 2014. In a statement today, Amazon said, “Over the last few years we’ve seen a decreasing demand for DVD and Blu-ray rental as customers increasingly move to streaming. We are committed to finding alternative roles for all Lovefilm employees within Amazon.” Lovefilm currently employs about 50 people.