Quibi $1.75 Billion Dollar-bet on Short Form June 2020 Quibi The Basics
SVOD service delivering premium short-form to mobile phones - Scripted and unscripted 5-10 mins shows Targeting big name talent and production levels “to rival HBO and Netflix” - Original and bespoke for Quibi Quibi The £1.75 Billion Business
Founded 2017 by Jeffrey Katzenberg
Holding company raised $600 million to build what was then ‘NewTV’
July 2018 closed further $400 million - renamed to ‘Quibi’
Strategic investors and major media players amongst investors
Closed 2nd fundraising in March 2020 - $750 million more
A significant gamble that people will pay for high-end short-form video designed for mobile
Sources: Company Releases. Quibi The £1.75 Billion Business
Rumoured that the 10 initial studios(*) invested about $25 million each with the investment rationale closely linked to getting to the front of the line when it came to production commissions
Quibi Investors Disney* MGM* Liberty Global Madrone Capital Fox* Sony Pictures Ent* ITV* Goldman Sachs NBCUniversal* ViacomCBS* BBC Greenspring WarnerMedia* Entertainment One* Alibaba Group JPMorgan Chase & Co Lionsgate*
Sources: Company Releases. * Represent first round investors. Quibi The Management
Founder and Chairman Jeffrey Katzenberg
Chief Executive Officer Meg Whitman
Highly experienced team of executives in all areas of the business
Experience from Netflix, DC Entertainment, CAA, Viacom, Snapchat, Hulu, Vice, Lionsgate, NBCU, Google and Awesomeness
Brings together the best of Silicon Valley, Hollywood and the internet… Quibi The Proposition - “quick bites” of content
Offering daily premium short-form content to the all-important 18-35 year-old segment with a new level of production Two tiers of service with a $5 per month ad-supported tier (10-15 secs Ad p/title) and an $8 per month ad-free option Quibi A crowded market for (US) Online Video, includes all along the pricing spectrum
US Streaming Services Pricing (US$) 14.99 12.99 11.99 9.99 8.99 8.99 7.99 6.99 5.99 4.99 4.99 4.99
0.00 0.00 0.00
(Standard) (Premium) (Ad-Free) (Basic) (Ad-Free) (Basic) (With Ads) (With Ads) (With Ads) (With Ads) (With Ads)
Sources: Company Websites (May 2020). Notes: Amazon Prime Video is also available as part of Amazon Prime including shipping for $12.99). Peacock prices are for the Premium service, with Peacock Free available at no charge to all. Peacock Premium with Ads is available for no charge to Comcast subs and for $5 without Ads. YouTube Premium is available as an Ad-Free service for $11.99 but includes YouTube Music. Quibi Partnered exclusively with T-Mobile (US) at launch
Free for one year to selected customers - Netflix ($8.99) and Quibi ($4.99) free together, after one year customers choose which one to keep - qualifying customers need an unlimited family plan (with 2+ lines) Quibi International steps limited - only Canada with marketing & content partners
With Ads Ad-Free Local Pricing US$ Equivalent Local Pricing US$ Equivalent
USA n/a $4.99 n/a $7.99
Canada $6.99 $5.05 $9.99 $7.23
UK £7.99 $9.86
Australia n/a $12.99 $8.63
Germany €8.99 $10.01
International activity is limited outside of Canada Quibi have launched in a number of international App stores with no localisation Outside of North America only the Ad-Free version is available
Source: Company Websites Quibi The Sign-Up
Monthly billing and a 14-day free trial period - with 90 day trials at launch Quibi The User Experience
‘For You’ home screen offers a ‘Following’ tracks what you scrollable carousel of show have been watching (and can cards where content promos link to Notifications) and start as users hover over a card allows quick access to you Daily Essentials
‘Browse’ enables you to ‘Downloads’ is where stored search by title, genre or cast shows appear Quibi The User Experience
There are a number of features, but the main differentiator is that during playback videos work in portrait and landscape mode, an adaptive display that fills your screen depending on your aspect - something Quibi call Turnstyle
Quiet Mode Get to the Point Left Handed Turnstyle Tap and hold to quiet audio and turn Skip quickly to the stories you want to Set your video player controls to the Viewing designed for your phone, on captions instantly with quite mode see with segments side of the screen that suits you best anyway you decide to hold it Quibi Turnstyle - the feature Quibi is trying to get people excited about
When you rotate viewing flips between landscape and portrait
Adoption and implementation by creatives will be key
Quibi plans to use other phone features whilst storytelling
Producers are expected to start using other elements soon
Camera, GPS, clock, touchscreen and gyroscope…
Spielberg’s ‘After Dark’ will only we watchable… after dark…. Quibi Smartphone viewing only…
It is a service designed only for mobile streaming
They did not provide ways to watch it on TV at launch
There are no Apps for TV centric devices
COVID-19 lockdown may have forced them to change
AirPlay added end-May, Chromecast to follow in June
“Sure we designed Quibi for on-the-go, but theses days visiting the family is like a day trip. So AirPlay support is live for iOS in Quibi 1.3. Working hard on Chromecast too which will be available in June.” Tom Conrad, Chief Product Officer - May 27th 2020 Quibi Content Overview - three categories
Targeting the gap between made for mobile/social video and premium long form
Movies in Super-Premium Serialised (10x10 min), one film split in to episodes Chapters Budgets up to $125k per min Initially expected 62% spend on this and Super-Premium unscripted
Unscripted & Entertainment, reality, food, lifestyle, games shows etc… celebrity driven Documentaries Super-Premium Serialised at up to $50k per min Super-Premium Non-Serialised $20k (20% budget)
Daily Talk Shows, Sports, News - struggling during the Pandemic lockdown Essentials Budgeted at up to $10k per min but likely to go lower Initially expected to form 18% of budget
Source: Company Pitch Deck as reported by Digiday, January 2019 Quibi The content offer is growing fast, with three core categories
Quibi Title Volume Horror Unscripted Series Lifestyle/Reality 1 Drama Entertainment 5 3 7 7 Movies Cooking Unscripted Series 9 Comedy Movies in 2 33 Chapters 3 Sports 5 9 Celebrity Lifestyle Daily Essentials 19 4 7 Comedy Documentary Daily 1 Sports Essentials 1 6 Music News
Source: www.Quibi.com (May 2020) Quibi “Movies in Chapters” with star talent
Most Dangerous Game #FreeRayshawn Starring Liam Hemsworth and Cristoph Waltz, with Nick Santora Executive producer by Antoine Fuqua staring Stephan James and writing and Phil Abraham directing Laurence Fishburne
When the Streetlights Go On 50 States of Fright Chosen Jacobs, Sophie Thatcher, and Sam Strike, Queen Sam Raimi produced horror anthology, with Rachel Brosnahan, Latifah, Tony Hale, and Mark Duplas Christina Ricci, Ming-Na Wen, and more
Flipped Dummy Will Forte and Kaitlin Olson star with Andy Garcia and Eva Comedy starring Anna Kendrick, Donal Logue and Meredith Hagner Longoria (Kendrick is executive producer)
The Stranger Survive Written and directed by The Killing’s Veena Sud, featuring Dane Thriller starring Sophie Turner and Corey Hawkins DeHaan and Maika Monroe Quibi “Short unscripted series and documentaries” featuring heavily
Thanks a Million Elba Vs Block Celebrities team up to give $100k to deserving people Actor Idris Elba and rally driver Ken Block face off in car stunts
Chrissy's Court The Sauce Courtroom reality series played for laughs Travelling dance competition with Usher featuring as a judge
Punk’d Gone Mental with Lior Chance the Rapper hosts reboot of the MTV show Mentalist Lior Suchard takes on Hollywood celebrities
Fierce Queens Nikki Fre$h BBC produced nature show exploring female animals Nicole Richie alter ego Nikki Fre$h eco-conscious hip-hop reality comedy Quibi “Daily Essentials”
For the Cultura Close Up by E! News Telemundo Latin-focused Daily five minute entertainment entertainment news news
NBC News The Report Last Night’s Late Night Headlines from around the Entertainment Weekly fast recap of world, and deeper stories the top clips from late night
The Rachel Hollis Show No Filter by TMZ Daily dose of motivation Twice-daily entertainment news and lifestyle inspiration show
Speedrun POP5 Music News Polygon’s Daily gaming and iHeartRadio daily, fast-paced, and news and analysis fun pop music news Quibi “Rolling Thunder” $470 Launch Marketing Campaign Quibi Finely adjusting the message to emphasise content and stars Quibi Much more focus on daily original content and big names… Quibi Business case
Early scenarios presented in three cases - up to 70 million after 5 years Early Cases presented in Jan 2019 Content Spend
More recently said breakeven is 12 million Scenario Subs after 5 Years Year One Year Five and Y1 target 7 million and Y3 16 million One 11 million $357m $618m Revenues primarily to come from subscription fees (60-70%) Two (“Base Case”) 20 million $600m $978m
Oct ’19 announced they sold out Y1 Three 70 million $978m $2,600m advertising for $150 million
Source: Company Pitch Deck as reported by Digiday, January 2019 and Company statements Quibi History of short-form is littered with casualties and remains a challenging market
Vine YouTube Early MCNs Snapchat (bought by Google) 2009-2012 2013 Go90 Snapchat Snap/NBCU JV Snap Originals 2006 Snapchat (RIP 2016) (Verizon) Snapchat 2015 Discover Snapchat 2017 2018 Quibi 2011 Quibi (RIP 2018) 2015 The Voice Spotify Launch 2016 raises $1B 2020 Spotify Spotlight 2018 Video 2018 2015 (RIP 2017)
Instagram adds video 2013 Facebook Studio+ Facebook Instagram 2006 (Vivendi) Watch IGTV Vessel (US) 2017 2018 2015 2016 Atom Films (RIP 2018) Bought by (RIP 2016) Facebook Viacom Blackpills Watch 2006 MCN consolidation Comcast Watchable 2017 (Global) 2018 2012-2015 2015 (RIP 2017) Quibi Prospects
Pros Cons Mobile video usage growing fast Short-form is synonymous with free Massive budget available and well established with creators Telcos unpredictable and inconsistent with support Production fully funded, some rights returning after 2 years Competition for viewing from all OTT sources Media and Silicon Valley royalty with a strong team Price competition effectively starts at zero Telcos need to reach millennials Needs to find a place in the Social Media ecosystem Short-form as never (potentially) seen before Secondary market for this type of content is unproven App innovations offer new viewing medium App strengths may prove to be of limited significance Quibi Wrap Up
Underlying conditions (excepting the Pandemic) are all supporting the continued growth of mobile video
Quibi are investing heavily in quality content, and may get lucky with a hit, but they will need viral hits
The App is slick and stylish, but more is needed and not allowing for watching on the TV was a mistake
The model requires people paying for short-form, something that they have never done before
Quibi has issues to overcome, but chief of all those remains - do consumers really want their vision? Strategy. Research. Rights Negotiation. Business development. If you’re a business with ambition in the content world, 3Vision’s consultancy services can help
Join us for our next Webinar: Jack Davison EVP Tuesday 23rd 16:00 BST +44 1225 636 200 US Scripted Content Market [email protected] @JackDavison @Jdavison3vision
We can help you. 3Vision help clients build highly successful content businesses through a range of expert consultancy services. We combine intelligent trend analysis and deep industry experience to give your business expert insight. Our strategic advice is drawn from first-had experience and real world success. If you would like a presentation of these results and our insights to your team, please get in touch.
+44 1225 636 200 [email protected] www.3vision.tv @3Vision
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