Quibi Content Now on Roku as 'Roku Originals'
Roku to Revive Quibi Content as "Roku Originals"
Roku completed the acquisition of Quibi’s program library earlier this year. Quibi, the short-form video platform supported by Jeffrey Katzenberg, ultimately failed to achieve widespread adoption despite securing approximately $2 billion in funding.
Initial Challenges Faced by Quibi
Quibi was initially conceived for mobile, on-the-go viewing. However, its launch coincided with pandemic-related lockdowns, a period when consumers were spending more time at home and engaging with longer-form content on larger screens.
Rebranding and Launch Plans
Roku announced today that the Quibi catalog will be relaunched under the new banner of “Roku Originals.” These shows will become available on The Roku Channel in the coming months.
Further details regarding the launch schedule are expected to be revealed in May.
Availability and Content Offering
Roku Originals will be offered for free streaming through The Roku Channel. This ad-supported platform provides access to TV shows, movies, news, live television, and sports content.
The initial selection will encompass a diverse range of programming, including scripted series, unscripted shows, and documentary films. Initially, access will be limited to users in the United States, Canada, and the United Kingdom.
Star Power Didn't Translate to Subscribers
Quibi’s programming boasted appearances by numerous Hollywood stars, such as Anna Kendrick, Chrissy Teigen, Lena Waithe, Idris Elba, Kevin Hart, and Liam Hemsworth. Despite this star power, the content failed to attract a substantial subscriber base.
The service lacked a defining hit series—a program comparable to “Game of Thrones” or a new installment of “Star Trek”—to drive significant viewership. It also lacked established classics like “The Office” or “Friends.”
Quibi relied on a combination of celebrity endorsements and its unique “quick bites” mobile format. However, the mobile-centric approach became less relevant as lifestyles shifted during the pandemic. Furthermore, TikTok already dominated the short-form entertainment landscape.
Future of Roku Originals
Roku intends to expand the Roku Originals catalog beyond the acquired Quibi content. The company plans to commission and launch additional original programming under this brand.
Content Rollout and Channel Expansion
In 2021, Roku will release over 75 Roku Originals. This will include the entirety of the Quibi library, as well as previously unaired series that were developed for Quibi but never broadcast.
This expansion will complement The Roku Channel’s existing library of over 40,000 free movies and programs, alongside its offering of more than 165 free, linear live TV channels.
Pandemic Boost and Audience Growth
Roku experienced substantial growth during the pandemic. The company reported record revenue of $649.9 million in the fourth quarter and achieved a profit of $65.2 million, exceeding Wall Street expectations.
The number of active users increased by 39% year-over-year, reaching 51.2 million. The Roku Channel’s free hub experienced even faster growth, doubling its user base to 63 million.
With the introduction of original content, Roku aims to solidify its audience retention as pandemic-related viewing habits normalize and vaccination rates increase.
Acquisition Cost
According to reports in The Wall Street Journal, Roku acquired Quibi’s content catalog for less than $100 million.