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=0Jhpdm1z

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/2020/12/02/lionsgate-play.png?itok=pkI3PuAO
Lionsgate Play enters Indian streaming arena with SVoD model

Another global player makes its official foray in India with the rollout of Lionsgate Play. After running on partnerships for more than a year, Lionsgate has now introduced its independent streaming service.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/02/studio_bodhi.jpg?itok=vkkOLmWG
Studio Bodhi is newest entrant in regional OTT space

Mumbai: Covid2019 has given a huge fillip to the OTT industry. There is a massive surge in the audiences on these platforms and viewers are consuming more content than ever, thus creating a huge requirement for fresh content. The acceleration in the rate of content adoption and growing demand for...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/02/zx.jpg?itok=8PtJLTKt
22nd DigiCon6 Asia awards: India’s Neeraja Raj bags Asia silver

At the 22nd DigiCon6 Asia Awards, which recognises and rewards talented creators throughout the region, India’s Neeraja Raj bagged Asia silver for her submission - Meow or Never - in the category of best animated technique.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/02/ullui.jpg?itok=0MoLOvgR
Ullu brings in a refreshing new change to its content with Slip

Ullu, a platform that streams 18+ content, is all set to launch a new show titled Slip that revolves around the life of three individuals, Johnny, Naina, and Anjuman.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/02/south.jpg?itok=ErinqC9E
Top south Indian news publishers join hands to form SPP

Dinamalar, Eenadu, ManoramaOnline and Prajavaninews media publishers have come together to form South Premium Publishers (SPP), India’s first and biggest ‘south languages’ digital advertising package.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/02/play.jpg?itok=hbhE2ysD
Mobile games are the next big advertising frontier: GreedyGame’s Arpit Jain

Digital entertainment formats have become hugely popular across India, with the Covid2019 pandemic further accelerating the shift to online modes of pleasurable pastime. One of the prime beneficiaries has been the mobile gaming ecosystem.

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/01/altbalaji.jpg?itok=LQ6y-IFN
After dip in revenue, ALTBalaji offers cashbacks on subscription

KOLKATA: ALTBalaji has teamed up with payment gateways Paytm and Amazon Pay to offer consumers up to Rs 300 cashback on the first Paytm wallet or Paytm UPI transaction on subscribing to the OTT platform. On the other hand, consumers can opt for Amazon Pay and get a cashback between Rs 10 to 250....

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/30/zee55.jpg?itok=18v7lCHV
Zee5 partners with XroadMedia to ramp up personalised user experience

KOLKATA: Zee5 has onboarded XroadMedia to ramp up its hyper-personalised Video on Demand offerings and social media services. Through this partnership, Zee5 will put to use XroadMedia’s innovative back-end solution, Ncanto, to provide multiple content discovery, recommendations and personalisation...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/30/dream11.jpg?itok=FPQ_chCC
Disney+Hotstar thanks partner brands post IPL 2020

Disney+Hotstar has seen massive traction during IPL 2020, both in terms of audience as well as advertising. More than 300 brands leveraged the platform’s scale and reach during the tournament.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required