When news first broke about Quibi, it was promoted as a streaming platform with a difference. Instead of another version of the Netflix model, Quibi was intended to offer “quick bites” of content, ranging from movies to unscripted shows, with each chapter or episode lasting 10 minutes or less.
Instead of going after viewers who wanted to settle in for a binge marathon on the couch, Quibi was made with mobile users in mind, the content designed for smart phones. As the website says, Quibi is intended “to bring storytelling into life’s in-between moments.”
The quick bites of comedies, dramas and news would be perfect to watch during your commute, or waiting for a meeting to start or standing in line at a restaurant, and…oh.
Instead of offering an innovative alternative, Quibi is launching at a time when the country’s habits have utterly changed. The busy lives so many of us took for granted, racing around in public, heading out to meet friends for a movie, a meal, or a show, are now on hold.
But while we’re practicing social distance, we’re also consuming media like mad. TV ratings are up, and stay-at-home kids and adults alike are gobbling up new movies on demand, and vintage series on streaming services.
Those who sign up for the Quibi app will have 50 new shows offered right out of the gate. This could be much-needed fresh meat for ravenous entertainment appetites. Then again, the Quibi model, featuring new episodes of shows delivered daily to mobile devices, might seem irrelevant now that our days are no longer structured the way they used to be.
Adding to the volatile nature of Quibi’s entry into a changed marketplace is the fact this is one expensive undertaking. As industry sources have reported, the company has raised nearly $2 billion in funding. While the Quibi pedigree -- Jeffrey Katzenberg, founder and chairman of the board is a seasoned Hollywood executive, and chief executive officer Meg Whitman’s resume includes serving as president and CEO of eBay – is impressive, it’s hard to know if the young people Quibi is targeting will subscribe to the service when they can watch YouTube videos on their phone for free.
Before the coronavirus pandemic, and recommendations from the government and health authorities that people should stay home to help slow the spread of the virus, media companies were already moving into the streaming world.
At the end of 2019, Apple TV+ and Disney Plus+ both debuted, offering original series and movies. In 2020, the avalanche or content is continuing, with Quibi, and the upcoming launches of Peacock, featuring content from NBCUniversal, and HBO Max, with originals and library material from HBO and others.
There are definitely more viewers eager for more shows to watch, but that doesn’t mean people are eager to keep paying money to sign up for more services.
Quibi subscriptions cost $4.99 a month with ads, and $7.99 a month without ads. To encourage subscribers, Quibi is offering 90 days free for viewers who visit Quibi.com and sign up before April 20.
The Quibi formula is a varied one. When the app launches, viewers can choose from 50 shows (with 175 original shows and 8,500 “quick bites” of content promised after that).
The main categories are “Movies in Chapters,” which will unfold with each chapter being only 7-10 minutes long; unscripted and documentary fare, on such topics as comedy, sports, food, travel, fashion, variety, and more; and what are called “Daily Essentials,” five-to-six minute long segments of “news, entertainment and inspiration.”
The short form structure may be relatively new, but Quibi projects have lined up a number of familiar faces. Among the content coming soon:
“Most Dangerous Game”: Liam Hemsworth and Christoph Walz star in a movie in chapters about a man who tries to provide for his family by getting involved in a deadly game.
Liam Hemsworth in "Most Dangerous Game," coming to Quibi. (Photo: Quibi)
“Flipped”: Will Forte and Kaitlin Olson star in a comedy about a couple who plan to get their own house-flipping TV show runs afoul of hidden money and a Mexican drug cartel.
“Chrissy’s Court”: What happens when Chrissy Teigen tries her hand at a “Judge Judy” format? We’ll find out.
Chance the Rapper stars in a new version of "Punk'd," one of the shows that will stream on Quibi. (Photo: Quibi)
“Punk’d’: Chance the Rapper hosts and is the executive producer of a new spin on the show about pranking celebrities.
The dating show "Singled Out" gets a makeover as it comes to Quibi. (Photo: Quibi)
“Singled Out”: Keke Palmer and Joel Kim Booster host a social media-conscious revamp of a familiar concept, as they “hook up a new generation of singles, of all genders and sexual preferences, seeking love in 20 bite-sized episodes.”
Tituss Burgess, center, hosts "Dishmantled," a cooking show with a difference, coming to Quibi. (Photo: Quibi)
“Dishmantled”: Tituss Burgess hosts a new cooking competition from the creator and executive producer of “Chopped.” In this one, episodes start with – I am not making this up – “the cannon-blasting of a mystery food dish into the faces of two blindfolded chefs. They’ll use their culinary prowess to identify the exploded dish and then race against the clock to recreate it.” Guest judges include Wolfgang Puck, Rachel Dratch, Roy Choi, Dan Levy and more.
“You Ain’t Got These”: A show about sneaker culture, that’s executive produced by Lena Waithe (“The Chi”), and features appearances by Carmelo Anthony, Billie Jean King, Hasan Minhaj, Candace Parker, Questlove, and more.
“Fierce Queens”: A nature series “presented by” Reese Witherspoon (who is everywhere these days) that focuses on female creatures, from ant queens to big cats.
“Prodigy”: Megan Rapinoe hosts a show that in each episode casts a spotlight on gifted athletes and their achievements.
More of our coverage:
-- Kristi Turnquist
kturnquist@oregonian.com 503-221-8227 @Kristiturnquist
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