Hi, Lucinda Southern, Adweek media editor here.
Not only did we hurtle into December yesterday, but also, officially, the lights went out on short-form video service Quibi.
Across newsrooms, the Quibi obit was pre-written pretty early on. The combination of no clear stand-out shows plus awkward product features (or legal spats over its 'Turnstyle' format) was bad news for advertisers, according to my colleague Kelsey Sutton, who tracked the platform’s highs and lows from start to finish.
There are a few unanswered questions though, Kelsey looks at what happens to Quibi commissioned shows that are looking for new homes and whether advertisers can finalize the terms of any make-goods.
For Quibi, the combination didn’t work. But short-form video content, especially the posi-vibes stuff, is really flying with U.S. adults, according to social publisher TheSoul Publishing.
No surprise that DIY crafts and cooking have been popular (24 incredible egg cooking tricks, anyone?) and will continue into a socially quieter festive season. But as we know, and unless I hear otherwise, millions in video views rarely equates to publisher revenue.
On that note, please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources.
Have a great middle of the week and, as ever, thanks for reading.
Lucinda
