Key insights:
- Quibi's biggest missteps included a fundamental misunderstanding of its target audience.
- The service is now tasked with making good with disappointed launch sponsors while trying to bring additional advertisers on board.
Covid-19 has been a boon for some subscription video services like Netflix, which has reported surges in subscriptions amid the ongoing pandemic that has relegated many Americans to their homes. That hasn’t been the case for Quibi, the 3-month-old, short-form streaming service from execs Jeffrey Katzenberg and Meg Whitman that is struggling to get a foothold in a crowded digital video landscape.
