MUBI's CASE STUDY

Running any business in the increasingly competitive streaming industry is no small feat, and yet MUBI, a curated streaming service founded in 2007, has managed to carve out a unique niche for itself. Unlike most other streaming platforms, MUBI stands apart with its carefully handpicked selection of quality films curated for a discerning audience of cinephiles. From timeless classics and obscure gems to critically acclaimed modern masterpieces and thought-provoking documentaries, MUBI's unique model builds on the ethos of curation and film appreciation.

The Uniqueness of MUBI

In a marketplace flooded with platforms offering extensive libraries of content, MUBI has challenged the status quo by providing a rotating selection of just 30 films. This carefully curated collection changes daily, ensuring fresh content without overwhelming choice. According to MUBI COO Fionnuala Jamison, "We believe less is more," emphasizing the importance of providing quality over quantity. This approach resonates strongly with their subscribers, who are looking for curated, high-quality content rather than an all-you-can-watch buffet of largely undistinguished titles.
This emphasis on curation and discovery allows users to explore films that they might otherwise overlook. The company's vibrant online magazine, Notebook, further enriches the experience by providing film criticism and education. By distributing selected films theatrically and digitally through MUBI GO, the company not only offers a streaming service but also fosters a deeper connection with the film culture.

Business Model and Revenue Streams

At the core of MUBI's business model lies its subscription strategy. Subscribers pay a monthly or annual fee to access the evolving catalog of films. This approach provides a stable revenue stream, allowing MUBI to secure film rights, maintain a robust curation team, and produce original content. As of 2023, the subscription price stands at approximately $10.99 per month, offering subscribers unparalleled access to films they wouldn't typically find on mainstream platforms (source: MUBI, 2023).
Additionally, MUBI GO, available in selected cities, allows subscribers a unique benefit: a free weekly cinema ticket to watch a current release in theaters. This not only merges digital and physical film consumption but also supports local cinemas—a business model wrinkle that advocates community engagement in an era of digital dominance.
Other revenue streams include content licensing fees, pay-per-view services for exclusive films, and merchandise sales. MUBI's unique approach to film distribution through partnerships and collaborations with film festivals further solidifies its position in the market by bringing fresh, high-quality international movies to its followers.

Curated Content as a Differentiator

What makes MUBI genuinely stand out is the quality and diversity of its content. Operating in the entertainment sector, MUBI focuses on independent cinema, classic films, international movies, and art-house gems. The platform's tagline, "Great Cinema," is not just a catchphrase but a commitment to featuring films that are critically acclaimed and offer a distinct cinematic experience.
MUBI's curatorial team plays a crucial role in this. Experts meticulously vet each film before it's included in the lineup. Films are selected not just for their entertainment value but for their cultural, historical, and cinematic significance. Whether it's a newly released indie film or a classic masterpiece, each entry is chosen to provoke thought and enrich the viewer's understanding of cinema.
One noteworthy example from 2022 was the inclusion of "Drive My Car," a Japanese drama that later won the Best International Feature Film at the Oscars. The film, which might have been overlooked on a platform with thousands of choices, captivated MUBI audiences and subsequently found international acclaim.

Customer Engagement and Community Building

MUBI goes beyond being a mere streaming service by creating an engaged community of cinephiles. Personalized recommendations, curated email campaigns, and active social media engagement help build strong customer relationships. Furthermore, community events and partner collaborations with film festivals and film schools foster a sense of belonging among subscribers.
Creating this sense of affiliation and community is central to MUBI's appeal. Digital transformation tools like data analytics are employed to understand viewer preferences and tailor the experience accordingly. This data-driven approach ensures that subscribers are receiving recommendations that align closely with their tastes, enhancing their overall experience and fostering customer loyalty.

Challenges and Future Growth

Despite its successful niche positioning, MUBI faces challenges typical of its industry. Content licensing costs are significant, and competing with giants like Netflix and Amazon Prime demands constant innovation. Maintaining its unique value proposition of high-quality, curated content while scaling operations globally is a delicate balancing act.
However, MUBI's strategy offers avenues for sustained growth. By investing in original content and expanding MUBI GO into new cities, the company can continue to differentiate itself. Leveraging partnerships and collaborations will further increase its visibility in the international film community.
Moreover, the ever-expanding market for niche streaming services offers MUBI ample opportunities to grow its subscriber base. Recent reports suggest that niche streaming platforms will see a compound annual growth rate (CAGR) of 10.7% by 2025 (source: PwC, 2022).

Conclusion

MUBI is much more than a streaming service; it is a cultural institution for cinephiles. Its business model, focusing on quality over quantity, and its commitment to curation set it apart in a crowded marketplace. By continuously innovating while staying true to its core ethos, MUBI has the potential to shape the future of digital cinema.
In a world where endless choice often leads to choice paralysis, MUBI's approach of offering a handpicked, rotating selection of films serves as a refreshing and compelling alternative. As CEO Efe Cakarel succinctly puts it, "Curating great films is not an option; it's a necessity" (source: Harvard Business Review, 2021). We look forward to seeing MUBI continue to thrive and inspire the global community of film lovers.