--- title: "Lessons on Content Consumption From Quibi" id: "49779" type: "post" slug: "lessons-on-content-consumption-from-quibi" published_at: "2020-04-07T21:14:56+00:00" modified_at: "2026-03-17T03:15:22+00:00" url: "https://associationsnow.com/2020/04/07/lessons-on-content-consumption-from-quibi/" markdown_url: "https://associationsnow.com/2020/04/07/lessons-on-content-consumption-from-quibi.md" excerpt: "The new streaming video service, which launched this week, is aiming to deliver high-quality content for a mobile-first audience. Whether or not it works, it suggests a sea change in how digital content is made." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Marketing" - "Safety" - "Technology" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Director" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Lessons on Content Consumption From Quibi People are consuming more content than ever, and a major product launch this week suggests that the way they do it is about to change in significant ways. Quibi, a new streaming video service with some heavyweight names behind it—legendary Hollywood executive Jeffrey Katzenberg and prominent tech executive Meg Whitman—is founded on a basic idea: that people want to consume more content on their phones in quick bites. The startup is drawing A-list stars to help push that idea, including Chrissy Teigen, Will Arnett, LeBron James, Chance the Rapper, and Jennifer Lopez. The company has spent $1.8 billion on a bold bet [in the middle of a pandemic (opens in a new tab)](https://www.nytimes.com/2020/04/05/business/media/quibi-streaming-app-jeffrey-katzenberg-meg-whitman.html) , so the odds of success are looking tougher than they might have a month ago. But Quibi is worth watching and presents some interesting lessons about delivering content in new forms, including: **Build for the format.** People often use their smartphones to consume information quickly in small chunks. Short articles and podcasts are well-suited to this format, but Quibi is banking on short-form (six- to 10-minute) video, which Hollywood has yet to embrace in a serious way. [Critics have noted (opens in a new tab)](https://www.forbes.com/sites/scottmendelson/2020/04/07/quibi-fatal-but-fixable-flaw-jeffrey-katzenberg-meg-whitman/#d16dd86518d1) that some of Quibi’s scripted shows have been binge-like in their approach, making its results a bit mixed. But by creating things that can be watched in a few minutes and later turned back to, Quibi has the potential for long-term stickiness. **Build with brand safety in mind.** One of the reasons that Quibi has grown quickly is that its content is heavily vetted and designed for quality. While you can certainly build cool things on user-generated platforms like Instagram or YouTube, quality draws trust— and advertisers. “Whitman has already sold out Quibi’s $150 million in ad inventory for its first year to companies including Procter & Gamble, Pepsi, and Walmart,” [a recent piece from The Verge explained (opens in a new tab)](https://www.theverge.com/2020/4/6/21208973/quibi-meg-whitman-ceo-app-video-streaming-short-form-app) . “From an advertiser’s point of view, the fledgling startup offers brand safety in a way YouTube and TikTok simply can’t.” **Don’t forget more traditional content-consumption options.** One of the early knocks on Quibi is that its content is accessible only through mobile devices. [As Variety notes (opens in a new tab)](https://variety.com/2020/digital/news/quibi-mobile-only-streaming-backlash-1234571779/) , Katzenberg sees a mobile-first approach as essential, but the decision nonetheless received a lot of criticism at launch. If you’re looking to reach audiences with mobile video content, you may need to deliver on larger screens as well. (Quibi) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Marketing](https://associationsnow.com/tag/marketing/) [#Safety](https://associationsnow.com/tag/safety/) [#Technology](https://associationsnow.com/tag/technology/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) - [VideoThe Future is Yours to Create. 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