REPORT
Feb 14, 2020
Identity crisis! The science of subscription choice

From perfumes to furniture, there’s a subscription platform for everything – but why do some people keep paying for services they never use? Canvas8 spoke to Jennifer Savary, an assistant professor of marketing at the University of Arizona, to find out why cancelling a subscription is so hard.

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Scope

Ahead of its debut in April 2020, mobile streaming platform Quibi aired its first commercial during Super Bowl LIV. The 30-second spot featured a bank heist in which three robbers are left stranded by a fellow felon who explains he’ll be there “in a Quibi.” While the spot left many viewers asking ‘what is Quibi?’, the attempt to inject the brand name into the American lexicon caused a stir. It represented a brave attempt to stand out in the highly competitive streaming subscription space, taking on the likes of Netflix, Amazon Prime Video, and Disney+.