We consume all sorts of content on a daily basis and an increasing amount of that is short. For example, we watch videos that are minutes long or less and favour texts that are quick to read over texts that require more engagement. Mobile users especially prefer quick and easy content, i.e. anything that they can watch, read or listen to in a brief amount of time.
Quibi is a mobile app that was designed to appeal to mobile users who prefer short-form content. It launched on 6 April 2020 but despite lots of media attention and over $1 billion in funds being acquired, the app severely underperformed. It was predicted to have 7.4 million subscribers by the end of its first year and, as of October, but was reportedly just at 2 million. It’s safe to say the app hasn’t had the best of starts but is it actually any good?
About Quibi
Let’s be honest, it makes sense that Quibi was developed. After all, loads of us do engage with short-form content. It was only a matter of time before an app specifically devoted to this type of content made it to market. With Quibi, all content is delivered bitesize in episodes lasting 10 minutes or less. The app’s developers spent $1 billion, creating original content, with over 8,000 episodes of 175 shows available to watch. All content is designed to be viewable both in portrait and landscape modes. You can switch between these viewpoints with ease.
Content
As for the content on Quibi, it’s very diverse. The app offers a range of scripted and non-scripted content, including dramas, horrors, thrillers, comedies, documentaries, reality shows and daily lifestyle and news programmes. Even though the app may not be able to acquire as much new original programming as planned because of its underperformance, there’s still a lot of content currently available on it for users to enjoy.
Market Demand
There’s demand for short-form content. While Quibi specialises in professionally produced shows, another app targeting short-form content consumers is TikTok, where you create lip-syncing music videos less than a minute in length. TikTok is wildly popular and that just goes to show that people do want media that’s quick to watch. Quibi has had some teething problems with its launch and has a long way to go before it’s anywhere nearly as successful as TikTok, but it’s tapping into a market that most definitely exists.
An Ideal App?
Quibi does indeed sound like an ideal app for the mobile generation. It ticks all the boxes: it’s compatible, it’s got a lot of original content and it doesn’t require much user engagement. Even though it hasn’t performed as well as was expected, there are still many people who use it and enjoy it. Some of the content on the app has been well received. In fact, its shows received a total of 10 Emmy nominations across the following three categories: Outstanding Actor in a Short Form Comedy or Drama Series, Outstanding Actress in a Short Form Comedy or Drama Series and Outstanding Short Form Comedy or Drama Series. The series #FreeRayshawn even went on to win two Emmys.
Conclusion
On the whole, Quibi is good but only for a particular type of person. If you prefer short-form content and don’t mind shows being broken up into chunks of 10 minutes or less, you might find the app very suitable indeed. A lot of people, however, probably won’t find the app worthwhile. Even though short-form content is popular, many of us still enjoy sitting down and concentrating on longer TV shows and films; not everything has to be brief and episodic.
