Jamie says Quibi’s deeper issue was that the market Katzenberg and Whitman had imagined was simply not there. “There were still those in-between moments that they spoke about, the more existential problem is that there’s still no proof of demand for premium short video. A lot of media habits have changed in recent years, but viewers still love long-form narrative.”
He added that Quibi failed to embrace many of the things that make mobile apps successful, such as sharing screenshots of shows or linking to episodes, were also bad signs. But most importantly, the show had no breakout hits, leading perception of the start-up to focus on its odd format and lack of support for televisions.