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As in 2020, Quibi started with so much promise when it was launched last year. The short-lived video streamer launched a hype in April 2020, positioning itself as an easy-to-use alternative to the larger streaming services on the market. Why do you think you have to crawl through an hour-long show on Disney + or Hulu, if you can complete an entire episode of a Liam Hemsworth thriller in ten minutes or less?
Unfortunately, it seems that the thinking has not been completely conveyed to the general public. Only six months later, Quibi was shut down. Still, the small-scale streamer (or at least the programs that appear on it) may soon find a second life, thanks to a new deal that Quibi content acquires through Roku.
Roku announced its acquisition of Quibi in a press release on Friday. Quibi’s entire catalog will now be exclusive to the Roku Channel, which launches later this year. The Roku Channel is a free, ad-supported streaming service available on the company’s hardware. Quibi previously cost $ 4.99 a month with ads and $ 7.99 for an ad-free version, so Roku offers a much better deal for basically the same content.
To watch Quibi programs on Roku, you need a Roku streaming stick, TV or Roku soundbar, which has a built-in media streamer (see more Roku devices available online here). Unlike the Quibi app, which has limited your viewing to a mobile device, you can watch Quibi apps on your laptop or big screen with the new Roku deal. You can also view everything instantly and on demand, just by opening your Roku screen.
This acquisition is an important step for Roku, as the company wants to encourage people to choose their hardware over other options, such as the Amazon Fire TV Stick, Google Chromecast or Apple TV.
The Roku Channel will also become more competitive with people like Netflix and Hulu, who have focused heavily on original programming over the past few years. New streaming services such as NBC’s Peacock, HBO Max and Discovery + have also been introduced with exclusive programs that further add to the competition.
Roku does not have the ability to revive classic franchises like HBO and Peacock, with reunions of The Fresh Prince of Bel-Air and Saved by the clock, but buying Quibi’s catalog proves that it’s serious about growing new products. In fact, some of Quibi’s shows will actually be premiere on the Roku Canal because they were only ready after the service folded.
If this step is successful, Roku can establish itself as a major player in streaming hardware and content worlds. Roku says its channel reached U.S. households with about 62 million people in the fourth quarter of 2020, and at least Quibi shows will be available to many more people than before.
Quibi has experienced many problems, including that it was only available on mobile devices, and the length of its performances was limited to 10 minutes or less. The idea was to make programs that you could watch with a short ride, or while waiting in line at a grocery store, but the plan did not work. The company also prevented you from taking screenshots while watching programs, making it harder to create hype for the content.
Despite these drawbacks, the service had 75 performances, featuring big stars like Chrissy Teigen, Nicole Richie, Anna Kendrick, Liam Hemsworth, Idris Elba, Kevin Hart and Lena Waithe. Quibi’s shows, which are a reload of Reno 911 along with new series such as Reverse, Dummy, and Survive earned 10 Emmy nominations in short video categories last year. The shows were good, but the platform was not.