The short form streaming service Quibi launched last week in the hopes of becoming a major player in the streaming wars. It’s a big ask, especially as all of the recently launched or soon-to-launch competition has been able to get in there with both existing brand name recognition and major libraries of content with familiar and proven IP.
Quibi has no such back catalogue or name recognition and so had to rely on marketing and its various new shows, along with its ‘short form’ gimmick which included the decision to be only available on mobile devices. The thinking was obviously that people would watch their programs whilst commuting.
However the coronavirus pandemic has effectively scrapped the idea of commuting for the time being as everyone is stuck at home. That may be why the 1.7 million downloads and installations in the service’s first week – even with a 90-day free trial on offer – is being seen as less-than-ideal.
Now, after being adamant about not doing it in the lead up, they’ve changed their tune and are fixing the service so as to be able to play on connected TVs or media players like ChromeCast or Apple TV. CEO Meg Whitman tells CNBC that big screen viewing was always part of the plan, it just wasn’t meant to be part of the launch.
Now they’re fast-tracking that ability, Whitman saying they don’t expect the pandemic to hurt their service as people can use it for those “in-between moments at home”. She also says 80% of those who start watching finish at least one episode, and the service had sold out all its advertising for the first year.
Source: Engadget
