Why quibi not succeedy

1. A Case Study in Not
Understanding Your Audience
By Sam Druker (smdruker)

2. What Is Quibi?
● Phone-exclusive paid
streaming platform
● Founded by Ex-Disney
Executive Jeff Katzenberg
● <10 minutes of professionally
produced content

3. Pitch
● “On-the-go diversion”
● Short-form content by
Hollywood celebrities
● Designed to fill downtime
○ “We’re competing against free”
-Katzenberg

4. Persona Concerns
Quibi seems to be trying to split its attention
between two different personas

5. Personas
● Persona 1: Sarah
○ 43 year old mother of two
○ Watches Netflix on her
computer at home to relax
○ Not used to this sort of
short-format content,
spends less time on
YouTube than her kids do

6. Personas
● Persona 2: Mike
○ 22 years old, just out of
college
○ Already has favorite
YouTube channels to watch
for free
○ Doesn’t see a “Killer App”
on Quibi, so doesn’t want to
pay for it!

7. Financial Info
● Raised almost $2 billion by launch
○ Plan to spend over $1 billion in first year on shows
● Has not seen widespread adoption or success
○ Around 1.3 million active users
○ Projected to hit 2 million subscriptions in year 1
● Not yet profitable

8. Business Model
● Two payment plans, $4.99/mo with ads or
$7.99/mo without
● No free-to-use option!
○ In order to get downloads, Quibi offered a 3
month free trial for new users

9. Company History
● Initially called “NewTV” in 2017
○ Started fundraising for short-form content
● Company founded in 2018, $1b in
funding in first year
○ Funding was reinvested into original
show creation
● Launched on April 6, 2020 with 50
shows and aggressive ad campaigns

10. Does Quibi Have Hot Products?
● “Chrissy’s Court,” a Judge Judy
copycat
○ Mixed, somewhat positive
reception overall
● “Most Dangerous Game,” a
short-format drama
○ 59% critic score on Rotten
Tomatoes, one critic calls it “The
very definition of fine”
● A TV-cast feature is on its way!

11. Does Quibi Have Hot Products?
● Turnstyle
○ Dynamically change the layout
of any show from landscape to
portrait
○ No real incentives to switch to
portrait mode
○ May be patent infringement

12. Secret Sauce
Currently available:
● Turnstyle
Next steps:
● TV-cast
● Desktop App

13. Competition
“We’re competing against free” -Katzenberg

14. Competition
Quibi YouTube Netflix
Free platform No Yes No
Professional-quality
content
Yes Rarely Yes
Short episodes Yes Yes No
Screencast/multiple
platforms
In Development Yes Yes
Positive critical
reception
No No Yes

15. Predictions
● Quibi needs to pivot
● TV-cast and Desktop client are good steps
● Overall, thumbs down

16. References
● https://screenrant.com/quibi-theft-allegations-eko-shows-turnstyle/
● https://finance.yahoo.com/news/quibi-170717798.html
● https://www.nytimes.com/2020/04/05/business/media/quibi-streaming-app-jeffrey-katzenberg-meg-whitman.html
● https://variety.com/2020/digital/news/quibi-750-million-funding-investment-mobile-video-1203523586/
● https://pitchbook.com/profiles/company/228899-44#overview
● https://www.theverge.com/2020/3/4/21165312/quibi-funding-investors-jeffrey-katzenberg-launch-date-price
● https://www.nbcnews.com/news/all/barry-diller-weighs-hollywood-streaming-wars-n1149316
● https://deadline.com/2020/05/quibi-injuction-lawsuit-coronavirus-motion-jeffrey-katzenberg-eko-turnstyle-technology-1202928937/
● https://deadline.com/2020/05/stakes-jump-in-quibi-legal-fight-as-ellliott-management-finances-eko-lawuit-against-jeffrey-katzenberg-founded
-streamer-report-1202924663/
● https://www.nytimes.com/2020/05/11/business/media/jeffrey-katzenberg-quibi-coronavirus.html?auth=login-email&login=email
● https://www.nytimes.com/2018/08/07/business/media/katzenberg-streaming-video.html
● https://en.wikipedia.org/wiki/Quibi
● https://www.rottentomatoes.com/tv/most_dangerous_game/s01
● https://www.thehindu.com/entertainment/quibi-app-review-india-do-we-need-this-mobile-only-streaming-service/article31317314
.ece
● https://www.mediapost.com/publications/article/346546/quibi-among-5-worst-rated-super-bowl-ads-but-it-b.html