Quibi, the short-form streaming service from former DreamWorks Animation CEO Jeffrey Katzenberg, has a birth date: April 6, 2020. The service will launch with two pricing tiers—$4.99 a month for a version with ads and $7.99 to the ad-free one. Quibi co-CEOs Katzenberg and Meg Whitman, who revealed the details at a Producer’s Guild of America conference in Los Angeles over the weekend, said that they expect 75% of users to subscribe to the ad-supported tier. For programming shorter than five minutes, ads will be 10 seconds or less. For programming upwards of five minutes, ads will run in the 15 to 20 second range. Katzenberg described Quibi’s ad options as one of the “lightest” ad loads of any current ad-supported streaming service.
According to Whitman, Quibi at launch will offer programs ranging anywhere from a few minutes to 15 minutes per “quick bite.” After that, “we will see what the market likes,” indicating viewership for different program lengths will determine what Quibi emphasizes over time. Quibi recently abandoned plans to try to distribute its forthcoming app on television sets, opting to focus on a mobile-only strategy, instead.