Sometimes, something that seems like a good idea just doesn’t catch on. Streaming video service Qplay is the latest such example: The company announced Saturday that it would close up shop on July 25.
“It is with heavy hearts that we announce Qplay will be closing. Our last day of service is next Friday, July 25,” the company stated in an email it sent to customers. “We truly enjoyed bringing you the best videos from around the Internet. We had fun building and using Qplay and hope that you did too. Unfortunately, it is not possible for us to keep developing and running the service.”
Qplay did not provide any further details as to why the company—the brainchild of TiVo co-founders Michael Ramsay and James Barton—is shutting down. Still, the closure seems abrupt, especially since the company announced just last month that it was adding support for Google’s Chromecast media streamer.
Qplay debuted earlier this year looking to address the problem of streaming short-form videos to your TV set or mobile device by delivering constant, curated video streams, whether it was to one of its own streaming devices or to the Chromecast. But in a world where low-cost dongles like the $35 Chromecast or $50 Roku Streaming Stick could provide access to subscription services like Netflix, Qplay likely found its hardware a tough sell.
As a show of goodwill, Qplay will give a refund to any customer who bought one of its TV adapters: If you have one, you have until 5pm Pacific time on July 25th to put in a refund request. Since Qplay’s adapters will stop working when the service shuts down, the company is urging customers to recycle their adapters.
Updated at 2:30 p.m. PT with more background about Qplay.