Bad news keep rolling in for HD DVD as the longstanding high definition format war nears an end. Today, movie rental service Netflix dealt an added blow to Toshiba’s floundering format by announcing that it will be offering HD movies exclusively in Blu-ray, stating that the movie industry has already chosen a winner in the battle of high definition formats.

Netflix had previously been a neutral party, supporting both formats since they were introduced in 2006. While the company will not immediately halt rentals of HD DVD tiles, it will no longer add HD DVD movies to its catalog and intends to phase out the format by the end of this year.