The rise of online streaming has led to Amazon closing their DVD rental service, Lovefilm. An Amazon spokesperson has announced that the service will be closed on October 31st, adding that the closure is because “over the last few years we have seen a decreasing demand for DVD and Blu-ray rental.” The move comes after Lovefilm was taken over by Amazon six years ago, in a deal that was seen at the time as an attempt to protect itself against the rise of streaming rival Netflix.