Why Go90 Was One Of Verizon’s Biggest Flops

Why Go90 Was One Of Verizon’s Biggest Flops

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>What went wrong with go90?

go90 billboard

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Verizon poured $200 million into go90 in 2016, according to CNBC, with a significant part of that money going to Verizon Digital Media Services, the platform on which content for go90 was encoded. NBCUniversal, National Geographic, and other companies licensed their content for the service as well.

The general consensus, though, is that Verizon spent too much on the service, and still couldn’t break through a crowded field of streaming video options. A 2017 Business Insider report on the service’s problems compared it to watching a “tossed salad” of content as opposed to the better curated “stir-fry” of Netflix or Hulu. And while it received decent critical reviews, go90 still suffered from the same fate as a lot of services that are both too different and not different enough. “On one hand, it contained everything from live sports to music videos to digital shorts to live music performances, all of which were wrapped in original, interactive programming. On the other hand, these series were hidden away in separate channels, making it hard to discover it,” according to a postmortem of the service on No Film School.

Overall, go90 appears to be another tale of a tech company going outside its core competency and spending a ton of money while looking for new growth without recognizing the realities of the market it was hoping to tap into. Even though the idea of go90 had its moments, it ultimately failed to find an audience in the face of competition from social media companies, traditional TV and cable channels, and more well-established streaming services.