This does not resonate with me- you have masses of people who now have tons of free time on their hands, and in general the trend is towards shorter formats of entertainment- especially for the demographic they are targeting.

You are really telling me that people are too busy watching 2 hour documentaries or reading books to load up Quibi for a quick hit? I don't buy this at all. We don't still have lunch breaks?

I know this is kind of the "insider narrative" on this (I actually bought my house from someone fairly high up that relocated to the west coast to work there) but this really rings hollow. After reading some of Katzenburg's comments in an article a few months ago where he said "I blame everything that has gone wrong on Coronavirus. Everything." This is not a successful approach to thinking about why your product isn't getting the market fit you thought it would. Then throw in some highly annoyed comments when it was retorted that Tik Tok is thriving with "its comparing apples to submarines." With thinking like that I don't think they stand a chance really.

Personally I can not imagine a better time to launch a video platform than the onset of a pandemic where people are stuck inside with little else to do aside from consume content.

If the content was good folks would watch it, Whether in quick bites or not.

Even then, adjusting to the new reality and repackaging 10 minute episodes of a show into 30-60 minute episodes could likely be done in an editors suite in a few weeks.

> If the content was good folks would watch it, Whether in quick bites or not.

Agreed. "Dr. Horrible's Sing-Along Blog" anyone?

> with short time bursts

The problem is that the short time bursts are highly variable, but they specifically target 10 minutes. That's why people scroll through twitter or instagram, it fills the void, no matter how long it is.

Right, that was my intuition as well. Ten minutes is still too long for the use case that they’re targeting, of people on the go who want to fill in time looking at their phone. A ten-minute short still requires a level of concentration (and absence of interruptions) not suited for that scenario. Social media is still a lot better for that, as is tiktok’s far lower video length.

And, yes, I know it sounds kind of bizarre to ridicule a ten-minute short as “too long”. Fortunately, the public is (still, for now) absolutely willing to watch productions that take a bigger time and attention investment. It’s just, they want to watch it at home, possibly with others, on a bigscreen. Quibi deliberately avoided that with the “mobile only” constraint that they’re now reversing.

Edit: sorry for overusing “still”.

I feel like their target demographic had to be based on public-transit commuters.

Who else has: * 10 minute+ but less than 22-30 minute "full TV show" long uninterrupted breaks * Where their phone is the primary connectivity device * Predictably available?

If I'm at home, I have the PC, the TV, any number of better ways to enjoy content. If I'm in a car I'm driving, I can't watch video. If I'm on the toilet or a lunch break, I may not have 10 uninterrupted minutes.

I wonder if in 20 years, we'll see it on self-driving cars as a similar fit. "Your estimated trip time is 17 minutes, here are some recommendations of programming for the dashboard screen."