All these rumors about Quibi struggling and for sale must be just that because after winning two Emmys the nascent streaming service has ordered a second season of Your Daily Horoscope from Will Arnett. Five episodes per week for an additional 26 weeks are on the way that will bring the episode total to 130 episodes after it’s all said and done. By Randi Altman Quibi’s Your Daily Horoscope is a daily, animated show from the mind of actor Will Arnett and ATTN that stars 12 animals whose names and personalities represent different signs of t. Apr 04, 2021 Daily horoscope for April 9: Your star sign reading, astrology and zodiac forecast UK brutally mocks EU jab export ban – official taunts VDL as 'exceptional progress' hailed ‘Absolute nonsense!’.
Slick production and celebrity appeal can only get you so far. The medium is the message, after all. And the medium sucks.
In another universe, Quibi ($PRIVATE:QUIBI) might’ve been a smash success. If the streaming wars had weaker players or perhaps if teens rejected TikTok, Quibi’s ten-minute bite-sized “TV shows” could’ve been the perfect entertainment for a generation of short attention spans. It has all the Gen Z-friendly ingredients: Buzzy celebrities and influencers, fast-paced programming, content made to fit on your phone, plus a cool $1.75 billion from investors. But just because a recipe has four appealing flavors doesn’t mean they’ll produce a good meal.
Months of quarantine meant more viewers were spending time at home with Netflix. TikTok saw record-breaking engagement in June, as users reached peak boredom with nothing to do but learn viral dances. Quibi launched mid-pandemic, while these existing streaming and social apps were integrating themselves deeper into people's lives, but it would be foolish to blame the company’s failure on COVID-19.
The unfortunate timing could’ve actually worked to Quibi’s advantage, earning the attention of restless, quarantined Americans. But founder Jeffrey Katzenberg and CEO Meg Whitman never really understood their audience, or their product.
Quibi’s 90-day free trial period ended last week. And according to Sensor Tower data analytics, the platform only converted about 8% of early users into paid subscribers. Despite the fact that the app has been downloaded approximately 4.5 million times, just 72,000 initial users remain. Some advertisers are even trying to get out of their contracts early. That’s not a good sign.
On its first day, the Quibi app rose to number 3 the in Apple App Store. The app’s ranking dropped to number 284 by mid-June. On May 3, Quibi’s App Store ratings count surged to 120% growth day-over-day. By May 7, day-over-day growth was down to 0%. Today it’s at 1%.
The merging of social media and entertainment spelled danger for Quibi
In 2018, Quibi raised $1 billion in funding from major Hollywood film studios, TV companies, telecommunications companies, tech companies, banks, and other investors struggling to get a grip on Gen Z. Quibi was teed up to be the next big thing in entertainment. Meanwhile, TikTok, which was also founded in 2018, was predicted to be the next big thing in social media.
The companies weren’t supposed to be rivals. But over the last few years, social media and entertainment have become one and the same. Or, rather, social media has absorbed entertainment, at least for younger audiences. Instagram stories are like plotless reality shows. We watch celebrities feud in real time on Twitter. This year, Snapchat caught on to the trend and launched Snap Originals episodic content. TikTok teens are filming their own dating shows. With all this free bite-sized entertainment, what would draw a person to Quibi?
Big names and production value fall flat
As aDreamWorks co-founder and former Disney studio head, Jeffrey Katzenberg had an impressive roster from which he could call in favors. He milked those connections for all they were worth, but they don't seem to be worth all that much.
Chrissy Teigen hosts a Judge Judy-inspired series, but Katzenberg may have overestimated Teigen's fan base and the desire for a millennial courtroom show. I would watch Idris Elba do pretty much anything, but I’m less inclined to tune into his car-stunt program. The famously quirky Anna Kendrick stars in a comedy alongside her boyfriend’s sex doll, a concept so stupid no actress could salvage it, no matter how charming. The Kardashians have a mock reality show about their newest family member, “Kirby Jenner.” I won’t even bother to comment on that one.
“People on Quibi have $100,000 a minute to make content,” Katzenberg told Vulture. “That doesn’t exist on other platforms.” Evidently, slick production and celebrity appeal will only get you so far. The medium is the message, after all. And the medium kind of sucks.
A schizophrenic content mine
Quibi’s user experience is as frenetic as its programming. Similar to TikTok, the homepage greets you with an algorithmically curated stream of content, “For You.” My current lineup includes a show about a rideshare driver-slash-killer, a self-help guru who wants to teach me about meal-prepping, NBC News’ The Report on Roger Stone, and TMZ’s No Filter on Lizzo.
It’s as if the programming was created in a chaotic game of MadLibs. The show descriptions are bloated with buzzwords. Your Daily Horoscope is an “astrological workplace comedy” cartoon. Murder House Flip gives you “true crime meets home renovation.” Quibi has no vision. Quibi’s target audience is everyone, so it ends up reaching no one.
Rather than create culture, Quibi reacts to it. In what can be understood as a response to “cancel culture,” Quibi makes its content as inoffensive and uncontroversial as humanly possible. The pranks on Chance The Rapper's Punk'd reboot are merely harmless mix-ups. This summer, comedian Ron Funches will host a show where fellow comedians compete to compliment “some pretty bad subjects.” If they don’t have anything nice to say, they lose.
No sharing, no community
Some shows seem poised for viral moments based on sheer absurdity. A few months ago, a clip from the Quibi original The Golden Arm made the rounds on Twitter. In it, Rachel Brosnahan has — you guessed it — a golden arm, as a result of her “pulmonary gold disease.” The clip features Brosnahan on her deathbed, whispering, “When I die, bury me with my golden arm.”
Quibi really did something with golden arm girl pic.twitter.com/vFWq3lgRUw— Ramsay (@offbrandheelz) April 16, 2020
The problem is, the Quibi app doesn’t allow you to screenshot or record its content. Users are unable to share Quibi’s kooky programming with their social media followers. They can’t generate memes about it. This kind of gap proves how little Quibi understands its audience and what the Gen Z/Millennial viewership wants out of entertainment. When will i get married astrology.
Quibi saw explosive attention on social media around its release, but the chatter went quiet. The company's Facebook mentions peaked in May at 402,000. That number has since plummeted 84%, down to 64,000.
Your Daily Horoscope Quibi Libra
Quibi is standing in its own way. By sequestering content to our tiny screens, Quibi limits what kind of community can form around it. Friends aren’t going to crowd around a phone to binge watch The Golden Arm. There will be no post-quarantine Quibi viewing parties. This content is designed to be ingested alone.
Quibi's mistakes and missteps
Quibi's first mistake was in assuming people want to be on their phones all the time, and in reasoning that what’s missing from entertainment is mobile compatibility. People want star-studded drama series and bizzare sci-fi flicks and silly competition shows. They don’t, however, want to watch them on a handheld screen.
As of now, the app offers entertainment detritus, the industry’s runoff. “If we have a show that’s going to be a huge hit, you pitch to Netflix, HBO,” one producer told Vulture. “If it doesn’t get traction, you pitch to Quibi.”
The company reportedly has an estimated $750 million by the end of this year’s third quarter, so there's still room to turn things around. But Quibi has a choice to make. It can pivot to producing kooky, shareable content, or it can expand beyond the “quick bites” model it was named after.
About the Data:
Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales, and app ratings - and creates data sets that measure factors like hiring, revenue, and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales.
Short-form content streaming service Quibi debuts its first animated series today: Your Daily Horoscope. There are 12 new two-minute episodes every weekday – one for each of the 12 Zodiac signs. It’s a new feat in animation, and one that showrunner (and popular comedian) Kelly Landry is excited for everyone to take-in.
Jackson Murphy: I saw on your Twitter that you’ve been in your apartment for the past three months, locked-in, working on this show.
Kelly Landry: Yeah, because when I first got brought-on to the show, it was the end of February. The world was still up and running. I was planning on making the series… in a studio with a team all around [me]. Then to try to go remote, it was definitely unexpected. Definitely a challenge. I tell people, “If I woke up tomorrow in a mental institution and they were like, ‘There was no Pandemic. There was no show. You’ve just locked yourself in your apartment and have been talking to yourself for three months,’ I would be like, ‘Yeah, I guess that checked out.’” It’s this bizarre, surreal feeling of being so connected to people all the time on Zoom, on phone calls, watching cuts. But then you turn the computer off, and all of a sudden, you’re by yourself. It’s such a weird feeling.
JM: But do you feel like all that hard work and being locked-in for the past three months has paid-off?
KL: Yes, absolutely. And I actually feel like in some respects it made the show stronger. Every single person on the team had to learn how to communicate so clearly because when you can’t be standing over an animator – when you can’t be in the edit bay – when all of your notes and everything has to be written out online or communicated over the phone – when you have voice actors recording from their apartments and none of them can be together… the direction and the intention have to be so clear from the beginning. And it really forced us to make sure the scripts were solid. Make sure the animation team knew exactly which movements were best with which characters. To have all the teams come together and work on that communication has been really valuable. It’s something that I’m gonna take with me on any show – this new learnt communication level, which we’ve all had to work on.
JM: I think it’s gonna change the game for the rest of time as far as how animated shows are gonna go. What’s so ambitious about what you’re doing [with Your Daily Horoscope] is that it’s 12 stories every day. That is amazing. Did you feel like at any point you were taking-on too much with doing 12 of these little stories a day?KL: Every day! We were like, “Is this gonna happen? It’s gonna happen! Are we doing this? We’re doing this! Is this gonna work? It’s gonna work!” It was new for everybody. And for the animators, truly… to turn out animation at the rate that they turned it out – and with animators all working remotely – and most of them had never used Adobe Character Animator. It was a new program that [almost] none of them had been trained on. To be turned out really quickly, is really a testament to that team. And it’s partly Adobe Character Animator, the fact that we can build these puppets and then program them with behaviors. It makes it all so much quicker than hand drawing every frame of animation, which we wouldn’t have been able to do in this case.
JM: And where did this concept originally come from?
KL: It actually started before me, before I was brought-onto this project. Jessie Surovell, who’s the Head of TV Development at ATTN: Studios. She is a Cancer and one day she was reading her horoscope and was like, “Oh, I’d love to see a little crab act out my horoscope and get to see my personality play out.” It was really her brainchild. ATTN: developed it and got Will Arnett and Electric Avenue on board. And then Quibi. We’ve never seen the Zodiac played out with characters. We’ve never seen Astrology come to life in this way. And I think Astrology lends itself to comedy because you have to take it with a grain of salt and you have to be a little self-aware. It is a little self-deprecating humor.
We actually have an astrologer working on the show, Aliza Kelly. So I’ve learned so much from her and all the astrological information is from a true astrologer, which is another thing that makes the show so cool.
JM: Yes, because you’re giving real advice. And you take a good portion of each of the two-minute episodes to actually give advice. Was that the toughest component to make sure you got it on the nose – This advice seems accurate to the time and accurate to the story we’re presenting as well?
KL: Having the accurate horoscopes and astrologically correct information is extremely important to me. I will text our astrologer and be like, “Is this the correct phrasing?” because we want fans of astrology to know this is legit. This isn’t us making stuff up. This is legit astrological advice. And then how we translate that to story is like how you would in everyday life. You get a horoscope. You can be presented with information. Does that mean you always use it? Not always. Does that mean you interpret it correctly? Not always. So the fun thing with the storylines is sometimes we show the characters taking the advice of the horoscope and it works out for them. Other times they interpret it totally incorrectly and hilarity ensues. And other times they choose to not take the advice and they suffer the consequences. So the horoscopes truly are the basis of every story. It’s a true meeting of comedy and astrology.
Read Your Daily Horoscope
JM: And the office setting you put the characters in lends itself to comedy.
KL: Yeah, it’s the millennial start-up ‘Estreya!’ The office setting is such a great, smart choice. The Zodiac signs inherently lend themselves to office personalities. The office environment is a perfect playground for these personalities because it’s a true, realistic place for them to come out. And I think there’s so much to explore with office humor.
JM: And it’s interesting for people stuck at home to almost escape back to what the office vibe is like.
KL: It’s an escapism. It’s funny that you would want to escape to the office, but in these times it is. It’s like an old, nostalgic life for us.
JM: Obviously Will Arnett has been in animation for a long time, with LEGO Batman and many other voice performances he’s given over the years. What attracted him to this project?
KL: He’s extremely attracted to astrology in animation because it hasn’t been done before. Bringing in this astrological element hasn’t been done in animated comedy. And the rate at which we’re turning out content is something that has never been done before. Then you pair that with Quibi, a totally new platform. How is that not attractive? Arnett and his team have been so amazing. We actually used his casting director that did BoJack Horseman, and that came from Arnett and Electric Avenue. They’ve been helpful in giving us little boosts along the way that we would not have gotten had he not been involved.
JM: I’ve been waiting to see a show that does daily animation content come around for a while now. And it’s you guys, and Quibi makes a whole lot of sense because of the structure. Do you see this as the future or part of the future of animation – more of these daily, necessity animation pieces?
KL: Yeah. I think people should jump on board. Is it a feat? Yes. Is it a feat doing it from home? Even more so. But I think during these times, animation, and I’m so grateful for this, animation is one of the few things that can continue, uninterrupted, from home. We don’t need to go to a set. We don’t need to get a ton of people together in one space. This is a type of content you can view from your home. And that’s gonna be crucial heading into this time. And making it daily is the next step with all the new software that’s come out. Obviously advances in technology that wouldn’t have been possible in the past. Now this is possible and it’s exciting.
And it’s perfect for Daily Essentials on Quibi because a horoscope is a daily essential. People check their horoscope every day. People go to their phone to go to a horoscope app. And now Quibi is providing them with the opportunity to go to Quibi and get their daily horoscope delivered along with all this other entertainment. The stars have aligned.
Your Daily Horoscope Quibi Review
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