iWorld

Where's Quibi headed for in the OTT world?

Will Quibi find its role in the already-cluttered streaming market?

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/04/28/33_2.jpg?itok=I8ynrfRa

MUMBAI: The streaming video landscape continues to fragment in 2020, as a growing number of streaming services join the fight for subscribers and users within an already competitive space. As a result, the global number of SVoD subscriptions is estimated to exceed 1 billion by mid-2020. Other streaming video services across social media players, esports and AVoD are also expected to show impressive growth.

The subscription streaming market has been further amplified by the stay-at-home lockdown period, which is not only encouraging a rise in TV viewing but also a change in behaviour, as gaps in live TV scheduling, particularly sports, encourage consumers to look elsewhere for entertainment alternatives. Beyond SVoD, this is also expected to fuel uptake of premium AVoD services such as Pluto TV. According to Futuresource’s Living with Digital consumer research, at the end of 2019, one in seven American households were active monthly users of Pluto TV, with Tubi just a little lower.

Quibi is a platform that sees a potentially rich corner for targeting millennial audiences with mobile-specific content. As the name indicates, ‘quick bite’ entertainment will consist of scripted and non-scripted content across a range of genres, including comedy, drama, reality and news updates. A-list creators, including Steven Speilberg, Ridley Scott and Catherine Hardwicke, are on board to produce and direct shows exclusively for the service, with Quibi’s new film-making technology ensuring a seamless experience, whether viewing in portrait or landscape.

Its launch during lockdown presents itself as a double-edged sword. As mentioned, consumers now have more time to experiment with new services, but equally, solo mobile-viewing is based to fit around people’s lifestyles and “normal” routines: when arriving early to meet your friends at the bar, commuting to work or school, exercising at the gym – all of those activities that are now on hold for the foreseeable future. The marked increase in SVoD viewing on TV sets over the recent weeks ultimately comes at the expense of content viewing on mobile devices.

Another key point here is: who are Quibi’s rivals? Its unique proposition addressing mobile viewing at a monthly price means that it is not only competing with major SVoD players like Netflix, Hulu, Amazon, and beyond, but other free services that also focus on mobile viewing. This includes the likes of Facebook Watch, Snap Originals, IGTV, Tik-Tok and of course, YouTube. Although YouTube is the market leader for short form content worldwide, people do not only watch its content on smartphones or tablets. In fact, Futuresource’s consumer research shows that just 42 per cent of YouTube watchers in the top five Western European countries and USA use a tablet or smartphone as their main viewing device to view the service. As the quality and professionalism of content on YouTube increases, consumers are finding additional value in watching on a larger screen. This means that Quibi faces potential competition from all sides, as it looks to exploit what it has identified as a gap in the market. However, Quibi has recently announced that it will enable casting to compatible TVs in May.

Quibi launches with a free 90-day trial, a longer period than currently offered by Netflix, Amazon Prime, Apple TV or Disney+. This is highly unusual for such a service launch, and its major challenge will be converting these to paying subscribers. While the trial provides a valuable period to garner user behaviour and shape the future direction of the service, will most users have exhausted the content that interests them by the time the trial expires?

Quibi will be judged on both the quality and originality of the content it provides, benchmarked against the key SVoD and AVoD players as mentioned above. Whether the service can command the attention it needs in a considerably fragmented market remains to be seen.

The author is principal analyst at Futuresource Consulting
 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/03/Amazon%20Prime%20Video.jpg?itok=0P2ByXZo
Dedicated Amazon Prime Video app now available on all Windows 10 devices

NEW DELHI: Customers in India can now access Prime Video through a dedicated app available on the Microsoft Store on Windows 10 devices. Using the new Amazon Prime Video for Windows app, customers are now able to stream Prime Video content online or download Prime Video content for offline viewing...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/tiktok.jpg?itok=LI9e2Clw
TikTok clarifies: Don't intend to take legal course against ban

KOLKATA: The government of India under Section 69A of the Information Technology Act recently imposed a ban on 59 Chinese apps including TikTok. Several reports said that the video-sharing platform could take a legal route. However, the company has refuted such reports saying that it has no plans...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/jagananth.jpg?itok=DAsXvS_v
Shemaroo Entertainment to live stream Jaggannath Puri Rath Yatra 2020

With mandated restrictions on public gatherings during religious ceremonies and festivals, many devotees are turning to digital platforms for a solution. Taking the legacy forward, Shemaroo Entertainment Limited, India’s leading content house, is live streaming the traditional Rath Yatra from the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/disney.jpg?itok=oZ0aFBy0
Asian Paints’ collaborates with Disney+ Hotstar’s ‘Home Dancer’ show

KOLKATA: Paint category leader Asian Paints has joined hands with premium online streaming platform Disney+ Hotstar’s dance reality show Home Dancer for a consumer engagement innovation. Through Home Dancer, an online dance competition, Disney+ Hotstar offered dance lovers a unique chance to...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/voot.jpg?itok=9QXQ3OrR
VOOT SELECT gets into sports content, brings Arsenal TV on the platform

KOLKATA:  In India, Arsenal fans, famously called as ‘Gooners’ have a reason to celebrate now as Viacom18’s premium English entertainment destinations VOOT SELECT and COLORS INFINITY are exclusively showcasing Arsenal TV on the platform and channel respectively. Gooners will now have access to full...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/sonyliv.jpg?itok=smnru0fk
SonyLIV 2.0 seeks to refresh through new-age, youthful vibe

While the lockdown demotivated many, it did not stop OTT platform SonyLIV from taking a bold stop. With new content in-store, SonyLIV is reviving itself as SonyLIV 2.0. A new team which took up the role to lead the platform last year has reimagined the transformation.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/priyaka.jpg?itok=hpSXC-2r
Priyanka Chopra Jonas signs multi-million dollar two-year deal with Amazon

KOLKATA: No celebrity now can miss the opportunity opened up by the streaming platforms. Now, Priyanka Chopra Jonas joins the league signing a two-year multimillion-dollar first-look television deal with Amazon. According to a Variety report, a general meeting with Amazon Studios head Jennifer...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/fb.jpg?itok=DTT0PScP
Facebook hires directors to support growing partnerships in India

NEW DELHI: Facebook has hired Francis  Jose, Manohar Hotchandani and Paras Sharma in its growing partnership team in India. With extensive experience in technology, telecom, media and entertainment, these new additions will help lead strategic partnerships and initiatives to support Facebook’s...

iWorld Social Media
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/01/bozama.jpg?itok=pRms1Jbe
Netflix appoints Bozoma Saint John as new CMO

KOLKATA: Netflix has appointed ex-Apple and Uber exec Bozoma Saint John as its new chief marketing officer. Her two-decade long career spans across industries including music and entertainment, consumer packaged goods, fashion, sports and automotive. She will start at the company this August, will...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required