Brands Can’t Bet on Quibi Without a Pivot That Reflects Millennial Needs

"Quibi wants to solve a problem that millennials don’t claim to have – the need to fill short breaks in their day with 8- to 10-minute segments of highly produced video content. The new app asks marketers to believe that mobile-only, short-form video will command massive viewership that won’t mind seeing ads. Now a month after launch, it’s still not clear why. That’s due to misunderstanding the role of mobile in the lives of their intended audience."

Read more from Centro's Noor Naseer in Multichannel News.