Quibi (Behavior Selection Failure)

What was selected (and why it misfit)

• Selected behavior: Passive short-form video consumption (adapt TV for mobile).
• Misfit: Mobile users exhibit interactive, lean‑in behaviors (tap, swipe, game, story interactions).

Consequences

• Low engagement despite high production; misalignment with device usage norms and creators’ strengths.

What should have been selected

• Mobile-native interactive storytelling with frequent user input; partnerships with interactive/gaming creators.

Lessons

• Start from device-context behaviors; optimize content/flows for the dominant interaction pattern.
• Behavior selection precedes content and production value.

See also: Behavior Market Fit, Behavior Ranking & Selection