The April 2020 launch of Quibi's marketing hook?
Quibi reportedly raised over $1 billion for 175 shows that are scheduled to release during the first year of operation, with the primary investors being Jennifer Lopez (Thanks a Million) and Reese Witherspoon (Fierce Queens), and so the celebrity appeal factor won't be a problem.
To complement the original series (drama, comedy, and reality), Quibi also includes a "Daily Essentials" section for news, sports, weather, and culture in general. Once upon a time, these collective quick bites were produced specifically for people who would theoretically be out and about in the world, looking for high quality entertainment during brief moments of relaxation — a world that does not currently exist, thanks to global coronavirus quarantines. Thus, this is both the best of times and also the worst of times for every Quibi investor.
Quibi Has Lost Its Main Marketing Hook
Now that worldwide streamers are locked down at home and practicing social distancing, Quibi's marketing hook has been shattered by COVID-19. Subways won't be packed with people traveling to and from work, and people certainly won't be clamoring together to discuss any big celebrity moments from Quibi productions. Airports are shut down; bars are empty. School is out for the summer. Quibi no longer has the same appeal because consumers suddenly have loads of free time to shift their attention elsewhere.
Everyone knows how and why the world has changed, of course. But the launch of Quibi raises more questions about the escalating Streaming Wars and the relevance of Katzenberg's platform in 2020 COVID-19 society. Would parents rather stare at their phones with their children to watch Quibi content, or would they rather spend the evening watching a proper movie on Disney+. The amount of options are seemingly endless, so Quibi will have to launch with a big bang to keep up with the pack.
Quibi Can Still Capitalize On Social Distancing
Oddly enough, April 2020 could be the ideal time to launch a platform like Quibi. If the quick bites resonate with curious viral in its complete form.
So, how will Quibi market their content on social media? As of now, the pop culture conversations, unless the content is simply awful (unlikely).
What constitutes a Quibi binge? Ten straight episodes, perhaps 20? Or could it be 10 hours of 60 quickies? The public will soon discover if viewers will be living in a Quibi world during the COVID-19 pandemic, or if this is a COVID-19 streaming society that includes Quibi as an outlier option.