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Issue link: https://digital.macdirectory.com/i/1318513
dropped from 12 seconds to 8 seconds--less than a goldfish. No wonder short content on YouTube, Instagram, TikTok, and other DIY videos sites were doing so well. Professional content would give a more discerning audience something to enjoy between/during classes and meetings, during commutes--in fact, anywhere a viewer might have 10-15 minutes versus 30-90. The cost seemed reasonable - $5/mo. for professional entertainment … cool. Who knew that when 2020 rolled around we would suddenly find ourselves barricaded at home with all this extra time on our hands? No one could imagine studios/companies were going to aggressively take on Netflix and win over subscribers by charging only $5 - $7/mo. to watch their stuff. Or that all of this was going to occur without some kind of apocalyptic warning. Overstating the obvious, Ms. Whitman said Quibi’s troubles were compounded by unprecedented times. But in a Reuters interview, Katzenberg emphasized, “Under the circumstances, launching a new business into the tsunami of a pandemic, we actually have had a very, very good launch.” That may be true Jeff; but coming up literally short with content, tech features and marketing didn’t help. In retrospect, the pandemic was just a convenient inconvenience. “Focusing on a unique platform and behavior that was created for smartphones and supported by overwhelming research that viewership was shifting heavily over to mobile engagement, it was felt that they might be able to go up against Netflix, Disney+ and Amazon’s strong offerings, even with new and exclusive content,” said Allan McLennan, Chief Executive of PADEM Media Group. “But that has turned out to be a very high bar for them to get over. “Throw in AppleTV with a modest content budget/content offering but aggressive pricing it really took a swing at Quibi’s chances,” he added. “Apple’s large and loyal customer base would have been a prime target for Quibi’s service to capture attention; but in the M&E industry, timing is everything.” While there was more than a mild disagreement between Quibi and Sensor Tower as to how many folks stayed past the free trial, it was pretty obvious that our kids and lots of other people