Quibi failed because it misunderstood the "Waiting in line for a few minutes, let me watch something quick model". In a 5 minute lineup waiting for a sandwich,

Quibi failed because it misunderstood the "Waiting in line for a few minutes, let me watch something quick model". In a 5 minute lineup waiting for a sandwich, these users want to scroll through 100 TikTok videos, pause on 10, and give each one 20 seconds. Not watch one (or maybe even HALF of one) Quibi episode that requires full attention to the plot, "appreciation" of the "high production" values, and constant phone adjustment to make the most of the show filmed for multiple orientations. 10 minute Quibi episodes felt groundbreaking to the old hollywood guard that thought they were being innovative against 2 hour movies, but it was hopelessly conservative against the actual competition from TikTok and Instagram Reels. This is not the indictment of our attention-deficit culture that many would claim that it is. Films continue to be popular - in theaters and at home. People continue to binge watch dozens of hours of Television. Books are as popular as ever - even in their legacy dead tree format. But the "short video" genre is a completely different concept, and the old guard missed it. (Just as Ballmer & co missed what was special about iPhone and iPad)