Roku Secures Quibi’s Content Library for The Roku Channel
Quibi may have shut down, but its content is getting a second life. Roku has officially acquired the exclusive distribution rights to Quibi’s entire programming library, marking a strategic expansion of its ad-supported streaming offerings.
The Deal: What’s Included
- Full Content Library: Roku gains rights to all existing Quibi shows
- Unreleased Content: Over a dozen never-before-seen programs will debut exclusively on The Roku Channel
- Ad-Supported Model: All content will be available for free with ads
While financial details remain undisclosed, the acquisition represents a significant content boost for Roku’s growing advertising business.
Why This Matters for Roku
Rob Holmes, Roku’s VP of Programming, emphasized the value: “This is a rare opportunity to acquire premium original content featuring top entertainment talent. We’re excited to showcase these stories to our tens of millions of users.”
Key advantages for Roku:
- Expands The Roku Channel’s content library (which reached 61.8M U.S. viewers in Q4 2020)
- Strengthens position in the competitive AVOD (advertising-based video on demand) market
- Leverages existing ad tech infrastructure
Quibi’s Short-Lived Journey
The mobile-first streaming service, which launched in April 2020, shut down just six months later. Founders Jeffrey Katzenberg and Meg Whitman cited:
- Poor timing: Launched during pandemic lockdowns when mobile viewing declined
- Concept challenges: The standalone service model proved unsustainable
Katzenberg noted: “The most creative minds in Hollywood created groundbreaking content for Quibi. We’re thrilled these stories have found a new home.”
The Irony of Distribution
Originally designed for smartphone viewing, Quibi content will now primarily stream on TVs through Roku devices—a complete reversal of its initial mobile-only approach that eventually added AirPlay and TV support before shutting down.
This acquisition demonstrates Roku’s commitment to growing its content offerings while providing Quibi’s premium programming with a potentially larger audience through established distribution channels.
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