It might feel like 10 years ago, but it was only last week that Quibi launched, following months of industry chatter and curiosity. While reviews of the early content provided by the streamer have been mixed, itthathasn’t yet affected the app’s success. According to data released by the company on Monday, more than 1.7 users downloaded Quibi in the seven days since its debut, numbers that “significantly [exceed] the company’s expectations and [make] it one of the most successful app debuts of a completely new brand.”
No further context was provided by Quibi, other than to note that the app was the no. 1 entertainment download in the Google Play Store and the no. 2 category download in the Apple App Store. But despite those positive signs, one aspect of Quibi has drawn more criticism than even Nikki Fre$h, the Nicole Ritchie comedy spoof cited frequently as the app’s nadir: its mobile-only approach.
In an interview with CNBC on Monday, however, CEO Meg Whitman confirmed that this restriction might evolve sooner rather than later.
“We thought about that up front but we really wanted to get it right for mobile,” Whitman said, when asked if there was any thought to changing the company’s tech, especially now that its consumer base is stuck at home amid the ongoing coronavirus pandemic. “But now [in] the current situation, we're talking to the engineering team. We had always planned to cast to your TV, so we're going to see if we can accelerate that in the engineering roadmap.”
Quibi has long been focused on being a mobile experience. “I’m going to continue to believe, and argue, and preach that Quibi is not a substitute or a competitor for television,” Katzenberg told Vanity Fair in June 2019. “Our [service] is exclusively about what you do from 7 a.m. to 7 p.m. on your phone. And what you’re doing today, if you’re in our core demographic of 25- to 35-year-olds, is you’re actually watching 60-70 min of YouTube, Facebook, Instagram, and Snapchat. That growth is now a well-established consumer habit that Quibi is sailing into.”
In that same Vanity Fair piece, Katzenberg claimed that only 10 percent of Netflix, Amazon, and Hulu subscribers watch content on their mobile devices as a point to show how Quibi could disrupt the market and find its lane: star-studded programming that offers a higher level of production value than TikTok and YouTube.
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April 14, 2020 at 01:08AM
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Eventually, You’ll Be Able to Watch Quibi on TV - Vanity Fair
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