After six months and $1.eight billion, Quibi desires a brand new proprietor. That will probably be a tough promote.

Quibi founder Jeffrey Katzenberg, left, and Quibi CEO Meg Whitman onstage on the Client Electronics Present, January 2020. | Robyn Beck/AFP by way of Getty Photographs

Quibi exhibits have been presupposed to be “fast bites.” However the firm was presupposed to last more than this.

Quibi was presupposed to be revolutionary: A video service that was presupposed to fill the hole between YouTube and HBO by bringing brief, “premium” clips starring celebrities like Liam Hemsworth and Chrissy Teigen to your cellphone, for a worth.

However that was within the spring. Now, Quibi could be headed to a fireplace sale: Simply six months after launching — and after elevating $1.eight billion — Quibi has began on the lookout for a purchaser. It’s a surprising admission that the high-profile service hasn’t discovered sufficient traction to proceed by itself.

Quibi CEO Meg Whitman and Quibi founder Jeffrey Katzenberg have already pitched at the least one potential acquirer within the final week, business sources informed Recode. The Wall Road Journal beforehand reported that Quibi was contemplating choices together with a sale, elevating extra money, or going public by backing right into a shell firm.

Katzenberg declined to reply questions by way of e-mail. His firm insists, by way of a press release from a PR rep and in its pitch to would-be acquirers, that the service has had a profitable launch, regardless of well-documented failures to draw customers. The truth that it’s looking for a purchaser undercuts these arguments.

However the extra sensible query about Quibi now could be what precisely a purchaser would get. There’s some money — a supply aware of the pitch says the corporate has mentioned it has greater than $200 million on-hand — in addition to the tech Quibi constructed to convey its video to your cellphone. It’s notably pleased with what it calls its “turnstyle” system, the place viewers can rotate their cellphone 90 levels to see a distinct model of the video they have been watching. Quibi’s engineering crew may also be useful to a sure form of purchaser.

Okay. However what about all these exhibits Quibi has? These ought to be value … one thing, proper? Even when folks didn’t watch them on Quibi, it’s attainable to think about they could watch them on a distinct service that already has a number of viewers.

Netflix, as an illustration, has demonstrated that after it takes a present and makes it obtainable to its 200 million customers, that present can turn out to be very fashionable, even when it wasn’t standard on its residence community. Schitt’s Creek, the present that gained seven Emmys, together with for greatest comedy, final night time, was on one thing known as the Pop community, which you will have probably by no means heard of — however Netflix made it a success. Ditto for Cobra Kai, the Karate Child spinoff which began out on YouTube however jumped to Netflix this summer time and took off.

However the issue with that pitch in the case of Quibi is that, normally, Quibi doesn’t truly personal the exhibits it has paid for: It has licenses that final a number of years, at which level they return to the businesses that made them. (Disclosure: Vox Media produces exhibits for Quibi.)

So in the event you’re shopping for Quibi since you need to get your fingers on The Most Harmful Recreation, you’re going to need to reap the benefits of it within the close to future. Which suggests you’re unlikely to worth Quibi has extremely as its managers and traders would really like.

All of which is an astonishing place for Quibi to be in. There was lots of skepticism prematurely of the service’s launch in April — principally as a result of there hasn’t been a profitable instance of a paid, mobile-only video-streaming service. And in addition as a result of there’s no scarcity of different video choices as of late. And in addition as a result of, opposite to Quibi’s advertising pitch — which argued that Quibi would assist folks cross the time whereas they waited in line for a sandwich or for his or her espresso to brew — folks have loads of different issues they will do on their telephones.

Nonetheless, it might have been laborious to search out somebody who thought Quibi can be on the lookout for a method out only a few months after it began. Katzenberg, a Hollywood veteran, is a famously relentless networker and promoter who had spent years placing this collectively. If he’s eyeing the exit this quickly, one thing has gone very incorrect.

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