Investor Carl Icahn, who recently acquired 10 percent of Netflix, is pushing to put the whole company up for sale.

The move has been met with staunch opposition from Netflix CEO and founder Reed Hastings. But James McQuivey, a tech and media analyst with Forrester Research, says says a sale at this point makes sense.

“Netflix has reached kind of the end of the road,” according to McQuivey. McQuivey suggests companies like Amazon or Apple could use Netflix as away to lure customers into buying tablets and paid content. He says that as time goes by and other streaming services gain traction, Netflix will become less and less attractive to buyers.