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the main thing I got wrong was the last point. Quibi really was competing with Netflix, even if they wanted to compete with TikTok and Instagram.

The consensus view, then as now, is that the content was not good, it was not shareable (no screenshots!), and that Quibi blew through too much money too fast, before they could figure out what they were doing. But also, they spent too little money to effectively compete with Netflix, HBO, Apple, Disney, etc.

In theory, breaking up Hollywood-style shows into quick bites means that people should consume this content in the “in between” times, but in practice this is not how it works. There turns out to be a deep integration between the genre conventions of Hollywood and the time constraints of longer-form entertainment. TikToks are great for the moments ... See more

Quibis, on the other hand, have devices like characters, plot, and setting. These things can have huge payoffs, but require more time and concentration than is practical for the truly in-between moments.