The fall of Quibi: how did a starry $1.75B Netflix rival crash so fast?

Re:The fall of Quibi: how did a starry $1.75B Netflix rival ... by emeraldd on Monday June 29, 2020 @02:14PM (#23680455)

On top of that, the advertising tried to sell the platform itself. That might work if the platform already has content people want. Since people want the content, they want the platform.

Instead, there wasn't anything there that people already knew about/wanted. Consequently, there was no reason for people to want the platform. (i.e. Why do I want to pay for this new thing?!?)

Personally, I found Quibi's advertising so annoying and pointless that I would likely never be interested in looking past it to see what the platform was all about.

On the other hand, if they had started pushing shows/creators as an anchor for the platform (with something like an "only on Quibi ..." branding say) it might have been more interesting. I.e. make the platform secondary to the content, convince people they want the content, and that gives them a reason to look at the platform in the first place.

Basically, the consumers don't care about the platform itself so much as they care about what it provides them.

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Re:The fall of Quibi: how did a starry $1.75B Netflix rival ... by barney54 on Monday June 29, 2020 @02:23PM (#23680595)

I remember seeing some Quibi ads and had no idea what it was or why I should care.

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Re:The fall of Quibi: how did a starry $1.75B Netflix rival ... by jcranmer on Monday June 29, 2020 @02:57PM (#23681102)

The first Quibi ad I saw had a British person saying "So Americans call a jiffy a Quibi? Huh." For an American who had literally never heard of the service before, that come across as incredibly pretentious.

I'm not sure if that ad was targeted at Americans, at British, or at Americans who watch British stuff, but I can't imagine how it would come across well at any of those target audiences.

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Re:The fall of Quibi: how did a starry $1.75B Netflix rival ... by kevin_thibedeau on Monday June 29, 2020 @02:46PM (#23680927)

A cryptic name doesn't help: Kwai-bee? Kwee-bye? 100% fail on branding 101.

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Re:The fall of Quibi: how did a starry $1.75B Netflix rival ... by etblg on Monday June 29, 2020 @03:00PM (#23681145)

It's apparently short for "Quick Bites" so I guess it would sound the way no one would expect it to -- "Koo eh bye"

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Re:The fall of Quibi: how did a starry $1.75B Netflix rival ... by nwatson on Monday June 29, 2020 @05:13PM (#23683150)

Kind of sounds when pronounced in Portuguese like Kibbeh (https://www.oliviascuisine.com/kibbeh-lebanese-beef-croquett...), Lebanese "beef croquettes" (I never was a big fan). Usually spelled "kibe" in Portuguese. It seems to fall into the "Quick Bites" category.

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