Lindy.

This Daily Essential is dedicated to CNBC writer @Sherman4949 and all your journalist buddies echoing the headline “Quibi’s biggest challenge is convincing consumers that they need ANOTHER streaming service.” You're wrong and you might be showing your age.

 

On April 6th the next generation of “content freedom and creativity" will go live. I’ll raise a glass with friends to another amazing year around the sun and you’ll be rethinking your previous headlines. My bet is you land on something like: “The streaming giants are scrambling to convince Quibi subscribers why they still matter”.

 

Quibi’s real challenge is establishing their brand as a lifestyle statement. Rather than convincing consumers to add a new streaming service, they are on a mission to make Quibi synonymous with…well, having a life. They’re wasting no time promoting the idea that Quibi members are individuals who are “always on”, #ltbl (living their best life), hustling, exploring and changing the world. Quibi members simply don’t have time to sink 30 to 60 minutes into a show, at least not during the day (7am - 7pm) when life happens. Which means anyone who’s not on Quibi is…well, the exact opposite. #notagogetter #whatdotheydoallday #nothustling #notintheknow #old

 

This genius strategy ensures that Quibi is never seen as just another streaming “option” but rather a “lifestyle necessity” that reflects their members’ daily lives….(or at least their aspirational one.) It creates a platform so crucial to maintaining one’s social reputation that Quibi becomes a must-have product; removing the need to hard-sell consumers on joining. It’s an ambitious move, but if successful, the "line in the sand" identifying like-minded personalities for future hires and friendships just might be a Quibi membership. 

 

So, to you @Sherman4949, rethink your headline because Millennials’ next lifestyle decision won't be "Should I get Quibi" but rather "Who do I cut now that I have Quibi."