This article was written with the assistance of ChatGPT.
The news: Qurate has launched Sune, a beta mobile app aimed at younger consumers, per Women’s Wear Daily.
An uphill climb: The biggest challenge facing Qurate is that only 12% of consumers ages 18 to 34 use livestreaming or video ecommerce regularly, and only another 16% have ever done so, per an October Insider Intelligence survey conducted by Bizrate Insights.
The big takeaway: It makes sense for Qurate to experiment with livestream and video content aimed at younger consumers. But cable TV is a very different medium from a mobile app and what works with HSN and QVC’s audiences may not resonate with younger consumers.
Go further: Listen to the recent “Behind the Numbers: Reimagining Retail” podcast episode focused on livestreaming.
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