Why Did Blockbuster Fail? Exploring the Demise of a Video Rental Giant

Blockbuster's downfall stemmed from counting on traditional rentals, ignoring digital trends, and underestimating competition, like Netflix.


Jessica Hamilton

An image of the front of Blockbuster

Once upon a time, in the neon-lit aisles of video rental stores, Blockbuster reigned supreme.

Its blue-and-yellow logo was a beacon for movie lovers seeking the latest releases. But behind the glossy facade lay a story of hubris, missed chances, and a failure to adapt—a cautionary tale that echoes through the annals of business history.

If you're a business owner, the message is simple: evolve or die. In the late 1990s, a little-known startup named Netflix dared to challenge Blockbuster’s dominance. This was Blockbusters chance to evolve, or die.

The Proposal

Reed Hastings, Netflix’s founder, approached Blockbuster with a radical idea: a partnership that would combine the best of both worlds. Netflix would handle Blockbuster’s online brand, while Blockbuster would promote Netflix in its brick-and-mortar stores.

How did Blockbuster react to this proposal?

They scoffed. And when a meeting took place about Blockbuster buying Netflix, they scoffed further still.

This particular meeting is featured in Marc Randolph's book, That Will Never Work: The Birth of Netflix and the Amazing Life of an Idea, and it is glorious in detailing just how resistant Blockbuster were to change.

“If we were to buy you, what are you thinking?” Blockbuster CEO John Antioco asked. “I mean, a number. What are we talking about here?”

Reed Hastings, a Netflix co-founder, blurted out their answer: “Fifty million.”

According to Marc Randolph, another Netflix co-founder, this was when the meeting truly began to unravel. He had been watching Mr Antioco’s body language, he writes, and until now it had conveyed polite attention.

“But now that Reed had named a number,” he recalls, “I saw something new, something I didn’t recognise, his earnest expression slightly unbalanced by a turning up at the corner of his mouth. It was tiny, involuntary, and vanished almost immediately. But as soon as I saw it, I knew what was happening: John Antioco was struggling not to laugh.”

Blockbuster deemed Netflix too expensive, dismissing the fledgling streaming service as a passing fad. Little did they know that Netflix would become a $28 billion juggernaut, while Blockbuster’s fate hung in the balance.

As the new millennium dawned, Netflix introduced DVD rentals by mail. Customers revealed in the convenience—no more frantic trips to the video store, no more late fees lurking like vultures.

Meanwhile, Blockbuster clung to its tried-and-true model: physical stores, late fees, and the unmistakable scent of popcorn. But the winds of change were blowing, and Blockbuster failed to adjust its sails. The once-mighty giant moved at a glacial pace, while Netflix danced nimbly on the edge of disruption.

Blockbuster’s profits were built on a precarious foundation: late fees. Customers dreaded those punitive charges, and Netflix seized the opportunity. With its subscription-based model, Netflix offered unlimited rentals without the sword of Damocles hanging over customers’ heads.

The battle lines were drawn: Blockbuster’s fortress of late fees versus Netflix’s promise of freedom. We all know who eventually became the victor.

A New Dawn

The curtain rose on a new act—the age of streaming.

Even as it was becoming clearer by the day that physical media was dying, Blockbuster charged forwards with Antioco defiantly declaring that Netflix was no real threat.

“I’ve been frankly confused by this fascination that everybody has with Netflix …Netflix doesn’t really have or do anything that we can’t or don’t already do ourselves,” he would say.


Netflix, arguably ahead of its time, embraced changing societal tastes in internet-related content consumption. Blockbuster, however, hesitated. Then hesitated some more. When they finally launched their streaming service, it was akin to a belated entrance at a grand ball.

Netflix had already waltzed away with the hearts of viewers, leaving Blockbuster to play catch-up. The once-mighty giant stumbled, its feet entangled in the cords of its own VHS tapes.

Blockbuster’s demise wasn’t just about missed opportunities; it was about a failure to evolve. Indecision led to missed chances and stalled progress.

Their operational machine, well-oiled and efficient, couldn’t pivot swiftly enough. The unseen connections—the threads that wove Netflix’s success—eluded Blockbuster. And so, the once-iconic blue-and-yellow signs faded into oblivion, replaced by streaming icons and algorithms.

The moral of the tale?

Even giants can fall if they refuse to dance with the winds of change. Blockbuster’s ghost still haunts the digital landscape, whispering to CEOs and entrepreneurs: “Evolve or die.”

About The Author

An image of the front of Blockbuster
Jessica Hamilton

Jessica is a seasoned writer with a startup flair, crafting stories that ignite innovation and inspire the entrepreneurial spirit.


The latest from We Are Founders

Recommended Reading
How "The Mom Test" Can Help You Validate Your Business Idea in 5 Simple Steps
May 17, 2024
Read More
Perfection Is the Enemy of Adoption. Ship It Now.
May 9, 2024
Read More
Customer Acquisition
Collaborative Tools Gone Viral: Lessons from Figma and Loom
May 3, 2024
Read More
Launch Your Startup Lean and Mean with The Minimal Viable Launch by Lee Russel
April 26, 2024
Read More
Can You Be a Founder Even if Your Startup Ideas Aren't Original?
April 24, 2024
Read More