Quibi

Quibi, short for "quick bites," was a mobile-first streaming platform founded in August 2018 by Hollywood veteran Jeffrey Katzenberg, who was joined by former HP CEO Meg Whitman as Quibi's chief executive. The venture was built on the premise that a market existed for premium, short-form content tailored for on-the-go viewing during brief moments of downtime, such as commutes. Katzenberg's extensive career included serving as chairman of Walt Disney Studios and co-founding DreamWorks Animation, where he was pivotal in the production of major animated films. Whitman brought a wealth of experience from the tech industry, having led eBay from a small startup to a global enterprise and later serving as CEO of Hewlett Packard and Hewlett Packard Enterprise.

The company secured a staggering $1.75 billion in funding from major investors, including Disney, NBCUniversal, Sony, and Alibaba. The business model centered on a subscription service with two tiers: $4.99 per month with ads and $7.99 per month for an ad-free experience. Quibi's target demographic was millennials and Gen Z, specifically the 25-to-35-year-old audience. Its content strategy involved producing high-budget, Hollywood-caliber shows with episodes lasting ten minutes or less, featuring A-list celebrities. A key technological feature was "Turnstyle," which allowed viewers to seamlessly switch between portrait and landscape modes on their mobile devices, offering a different visual perspective in each orientation.

Quibi launched on April 6, 2020, but faced immediate challenges. The platform's debut coincided with the global COVID-19 pandemic, which rendered its core use-case of on-the-go viewing largely irrelevant as audiences were confined to their homes. The service struggled to attract and retain subscribers, failing to meet its viewership targets. Critics pointed to a crowded marketplace, with free alternatives like TikTok and YouTube already dominating the short-form video space. Furthermore, the platform's content was criticized for failing to resonate with its target audience, and the mobile-only strategy was seen as a significant limitation. After just six months of operation, having failed to secure a buyer, Quibi announced it was shutting down in October 2020. In January 2021, Roku acquired Quibi's content library for less than $100 million.

Keywords: mobile streaming, short-form video, Jeffrey Katzenberg, Meg Whitman, Turnstyle technology, streaming service failure, entertainment startup, subscription video, Hollywood content, mobile-only platform, Roku acquisition, premium short-form, quick bites, digital content, content licensing, venture capital, media startup, streaming wars, video on demand, entertainment technology, celebrity content