With the recent closure of Bira Flix, just one video hire store remains in all of Albury-Wodonga.
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Owner of Leading Pop Culture and Video Sam Allen says he believes the store is one of less than 80 remaining in Australia.
"I believe there are around 70 video stores left in Australia, talking to distributors that sounds to be about the right number," he said.
The business started out as Video Ezy Wodonga in 1989.
Mr Allen said the secret to their longevity was simple; diversification.
"Probably mid-2018 we diversified into collectibles which essentially saved the business," he said.
"We weren't making enough money just from movie rentals to justify being self-employed and being open 10 hours a day, seven days a week.
"It's taken a lot of the pressure off movie rentals and now that we're not dependent on that for our primary source income."
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One of the keys to expanding the business and surviving is the Funko Pop collectible, which Mr Allen said the store sells in the thousands.
"We've gone from selling six pops a week to nearly 6000 this financial year," he said.
"It's really good to be able to sell a product that appeals to a broader range of people, with ages from five up to 50 buying these."
The video store owner said that the presence of streaming services made DVD rentals far less viable, but that he hopes to still keep it alive.
"Collectibles have been maintaining pretty good sales growth but the movie rentals are either staying the same or dropping off that little bit more," he said.
"It is also a draw card, it brings people in just to look at it.
"Kids will bring their friends that are staying over on the weekend and say things like 'whoa this is like real Netflix'.
The store owner said their online platform had also helped to keep the business afloat, with 30 to 40 packages being sent out each week, but that the online competition was stiff.
"There have never been more people wanting a piece of the pie," he said.
"You're competing with online websites like Catch, Amazon, Ebay, Kogan. It has just never been more ruthless.
"We've found that by maintaining a modest lower rent location, we've been able to afford to compete with the big guys."
