Video stream­ing site Quibi leak­ing users as trial ex­pires

The Daily Telegraph - Business - - Technology Intelligen­ce - By Michael Cog­ley

BITE-SIZE video stream­ing site Quibi lost 92pc of its early users af­ter the plat­form’s free three-month trial ex­pired, ac­cord­ing to a new report.

The mo­bile-only sub­scrip­tion plat­form, which re­ceived the back­ing of Hol­ly­wood giants like Sony and Dis­ney, aimed to cap­ture au­di­ences with short-form episodes of just 10 min­utes.

It launched in April in the mid­dle of the pan­demic and at­tracted around 910,000 users to sign up for its free trial in the open­ing three days of its launch. By com­par­i­son, Dis­ney+ gained 9.5 mil­lion sub­scribers on its first day.

Data from mo­bile an­a­lyt­ics com­pany Sen­sor Tower es­ti­mated 8pc of Quibi’s ini­tial 910,000 users stayed on be­yond the ex­pi­ra­tion of the three-month free trial ear­lier in the month. This com­pares to Dis­ney, which Sen­sor Tower es­ti­mated kept 11pc of its sub­scribers once its free week-long pe­riod ended.

“Quibi is per­form­ing com­par­a­tively well based on its ear­li­est adopters,” Sen­sor Tower said. “It sim­ply didn’t have the same vol­ume of adopters early on or sub­se­quently to ob­tain a greater num­ber of paid users from that con­ver­sion per­cent­age.”

Quibi is the brain­child of US film pro­ducer Jef­frey Katzen­berg, who is known for his work trans­form­ing the Walt Dis­ney Com­pany and for found­ing Shrek pro­ducer DreamWorks.

The ser­vice also gar­nered head­lines for its tech­nol­ogy that de­ter­mines the ori­en­ta­tion of a user’s phone and can seam­lessly switch con­tent based on the way the phone is held.

The Sen­sor Tower data sug­gested that Quibi has been down­loaded 4.5 mil­lion times since April.

Quibi stated that Sen­sor Tower’s es­ti­mate of paid sub­scribers was “in­cor­rect by an order of mag­ni­tude”.

“To date, over 5.6 mil­lion peo­ple have down­loaded the Quibi app,” the com­pany said. “Our con­ver­sion from down­load to trial is above mo­bile app bench­marks and we are see­ing ex­cel­lent con­ver­sion to paid sub­scribers.”

Sen­sor Tower sug­gested that the dis­crep­ancy on the two down­load to­tals was due to the fact that its num­bers do not re­flect if the app is “in­stalled again by the same user such as af­ter dele­tion or to an­other de­vice”.

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.