Quibi Is Struggling Because It Overestimated How Consumers Absorb Short Content

Though the streamer is blaming its rocky start to Covid-19

quibi interface on a cellphone screen
Quibi failed because of it miscalculated how people take in their short-form content. Getty Images

Quibi isn’t failing because of the novel coronavirus pandemic, lack of brand awareness or even poor content. It’s failing because the whole premise is based on an incorrect assumption about consumer wants.

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@BenS_Official Ben Silverstein is founder of AdCoach.