In Search of an Audience: Quibi’s Post-Pandemic Prospects

Launched in April 2020, Quibi – short for “quick bites” – is a mobile-first subscription service streaming 5-10 minute professionally-produced, serialized, video shorts designed for smartphone viewing. At first glance, the service has a winning pedigree, with industry veterans Jeffrey Katzenberg and Meg Whitman at the helm, a $1.75 Billion war chest, and an impressive stable of premier-level advertisers onboard pre-launch.

So why the lackluster reception?

Exploring the “why” behind Quibi’s failure to attract an audience is the focus of this newest release from TDG Senior Social Media Analyst Lauren Kozak. In Search of an Audience: Quibi’s Post Pandemic Prospects examines the business and content model of the service at launch and today, as well as discusses Quibi’s potential fate in a post-pandemic viewing world.

Included in the report is first-of-its-kind original research into consumer awareness of, and subscriber attitude toward, Quibi, combined with a deep-dive into the viewer mindset, from the younger viewer preference for social video over TV shows, to smartphone viewing behaviors and relatability to celebrity and internet-based talent.

Meet the Author

Lauren Kozak, the author of In Search of an Audience: Quibi’s Post-Pandemic Prospects, User Adoption and Trends in Social Streaming, IGTV, & Facebook Watch, and The Ascent of the Social TV Engager, is our Senior Advisor on Social Media, Analytics, and User Behavior. She has previously held positions for the Los Angeles Times, Tribune Publishing, and Britney Spears.

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