By Cameron Williams
Quibi’s smartphone-friendly streaming service has been launched in Australia.
Wait, the others?
Quibi is the brainchild of Jeffrey Katzenberg, former chairman of Disney and co-founder of Dreamworks Animation.
Quibi Promise: Quick Bites. Big Story.
Each series – and there are more than 20 at launch – has episodes that last between five and 10 minutes, no longer, and they are all designed for smartphones only. You cannot send applications to your television. It doesn’t matter whether you want to hold your phone upright or sideways because this is a fun-size television on steroids where all the action is in the center of your screen.
The launch budget is estimated at $ 1.1 billion with plans to create 7,000 pieces of “content” in the first year.
There are slick dramas, reality shows, cooking competitions, news, game shows, and doco series.
Streaming services have rocked the traditional film and television landscape and Quibi is here to disturb the bullies.
But Quibi desperately needs its smartphone-specific approach to stand out in a crowded market as it switches to a large pile of streaming services in Australia.
The total paid streaming service in Australia is now in the top 16 position. More might be launched when this article was written. Throw in free platforms like ABC iView and SBS On Demand and the number jumps to 20.
Anyone who can’t find something to watch is a liar.
Savior Coronavirus streaming
Home entertainment plays a major role in keeping us busy due to public restrictions caused by the COVID-19 pandemic. The time of arrival of Quibi is perfect for social isolation, but another subscription to add to your budget, which is currently under more pressure than ever before.
Many streaming services continue to increase their annual fees each year so it’s always a good idea to think about how much you use each service.
Another factor: Which streaming service did you cut to make way for a new one, or did you discard it entirely?
You do not have to subscribe to any streaming services. Resist your fear of missing out on opportunities because Australia is fortunate to have strong free-to-air choices. But in the end some might pull you in a different direction because of the advertising material that you like, the films that you have bothered to watch or the rise of your favorite shows.
When that time comes, you are no longer spoiled for choice, but also overwhelmed by it.
How many SVOD platforms in your home?
According to research by Roy Morgan, last year, 14.5 million Australians paid for TV subscription services.
AMPD research found that on average Australian households pay $ 35 a month to stream video on demand (SVOD).
The crowd is streaming, too, with ACCC releases data shows that broadband still accounts for 88 percent of data downloaded in 2018-19. More than half of the plan is for unlimited data. In comparison, when Netflix and Stan launched the number of people with unlimited data packages under 10 percent.
Joe Maldonado-Passage, aka Joe Exotic, a former operator of the big cat zoo Oklahoman, is still in production from the Netflix Tiger King series. (Provided: Netflix)
Prices between each service vary but on average are two SVOD platforms per household. Also, add video costs on demand (VOD), one-time purchases to rent or purchase movies or TV series digitally, and the costs go up.
Due to the closure of cinemas throughout Australia, local distributors offer films that are tracked quickly released to VOD at prices of $ 25 to $ 30 to be purchased or rented; the standard VOD rental fee for a new release film is $ 7. If you buy more VOD now, you might want to reconsider the value of an inactive SVOD subscription.
Netflix has the most customers in Australia (11.9 million), followed by Foxtel (5.2 million) and Stan (3.3 million).
In particular, Netflix dominates the Australian market with 57 percent of the population – which is why you can’t avoid conversations about Tiger King now.
Big TV titles
Netflix: Foreign Objects, Crowns, Guards
Booth: Breaking Bad, Billions, Friends
Foxtel: Big Little Lies, Chernobyl, Game of Thrones
Amazon Prime Video: Fleabag, Extraordinary Maisel Lady, Here We Are
At the end of 2019, Disney and Apple entered the streaming service race, but it is not yet known whether they have changed the rankings.
To get an indication of Disney’s impact, mouse house says its streaming service 50 million paid customers worldwide. It is estimated that Apple may have more than 30 million customers worldwide, but you must remember that most users use a one-year free offer related to the launch of their new product late last year.
SVOD services not on the podium include Amazon Prime Video, YouTube Premium and 10 All Access (owned by US media giant CBS). Further below are niche streaming services such as Mubi, DocPlay and OzFlix. What about Floof, have you heard of it? Maybe not because I’m making it up.
Will the streaming bubble burst?
So, which streaming service will be folded first? Looking around at all the options it feels like this is the next step.
In the 1990s, the dot-com bubble grew rapidly due to the use of the internet and businesses that drove the waves. Then at the height of the new millennium – throwing a small Y2K panic – there was a huge collapse on the market and bubbles burst. As a result, many internet-based companies went bankrupt.
SVOD services are nearing the end of a period of rapid growth.
Netflix is now technically a legacy company and large media organizations want to emulate their success. Disney decided that instead of sharing their films with Netflix, they would start their own streaming service.
The impact of COVID-19 shows the value of having a platform where you can bring something directly to your audience, but this is a historic event that no one anticipated; just old luck, but no company wants to brag about how well they have it now.
With so many customers, it’s no longer a matter of growth, but can customers be retained?
You can now switch between streaming services, such as switching switches on and off, but the presence of more options is huge.
Remember when each steaming service was just a TV channel? Plus, streaming services increasingly rely on building their own content library rather than investing in strengthening their library of films and TV shows made before 1980.
You can play a new series or enjoy the latest from Martin Scorsese (The Irishman) but when it’s over you have to look around and consider whether there is life outside the event that everyone is obsessed with at one time.
Eventually, Netflix will be anything other than the original Netflix but that’s their plan.
Quibi looks for her own niche
Services like Quibi are examples of streaming services that are broken down further into niche areas to attract customers. Unless you are a monolith company like Disney, the new streaming service must offer a point of difference that is more than just a library of film and TV choices, but be subject to the gimmick area.
It’s too early to say whether Quibi is a fad or not; it could even be Betamax from the age of streaming.
Based on the time I spent with Quibi, it didn’t feel like a legitimate rival for one of the main streaming services. This service has received enough production value and talent to be taken seriously, but this service has increasingly caught the attention of YouTube and Instagram / Facebook viewers.
Quibi is designed to take the time you waste between train stops on your way or when you wait for friends. If you are not satisfied with your current time wasters, that is a viable option if you can swing a subscription.
This is also a sign of where the streaming service is heading, and with the many options now available in Australia, not all of them will last long.