Reed Hastings: How Netflix changed entertainment -- and where it's headed
Reed Hastings: Hogyan változtatta meg a Netflix a szórakoztatóipart, és hova vezetett ez?
As co-founder and CEO of Netflix, Reed Hastings is revolutionizing the world of entertainment. Full bioChris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading. Full bio
Double-click the English transcript below to play the video.
so fascinated and amazed
lenyűgöz és ámulatba ejt
I think about six years ago.
was doing really well,
that you were right
hogy igazad volt,
away from just sending people DVDs,
miszerint DVD-k küldözgetése helyett
and healthy growth rates,
jó növekedési rátátok volt,
really, a bet-the-company decision.
and what motivated it?
cable networks from all time
their own originals.
és saját tartalmat gyártani.
for quite a while.
hogyan is működik ez.
original content back in 2005,
már egyedi tartalommal,
and buying films at Sundance --
filmjeinek vásárlásával foglalkoztunk.
we published on DVD --
Sherrybabyjét.
because we were subscale.
who runs content,
a Netflixnél, Ted Sarandost
it was 100 million dollars,
that he picked right upfront.
azonnal befektetett.
of the revenue of the company
that that was actually worth doing?
biztos abban, hogy érdemes?
devastating for the company.
I mean, that's the whole tension of it.
Úgy értem, nagy volt a nyomás.
I can't say that.
Nem mondhatom ki.
producing new content.
készítéséről volt szó.
if I understand right,
these episodes and build excitement" --
át építjük fel a feszültséget",
hadn't really been tested.
még nem tesztelték.
we had grown up shipping DVDs.
nőttünk nagyra.
box sets, on DVD.
watching some of the great HBO content
HBO-s sikersorozatokat.
next episode, next episode.
egymás után megnézni a részeket.
to make us think,
ami elgondolkodtatott:
especially serialized,
főleg ha sorozatról van szó,
all the episodes at once.
annak óriási ereje van.
that linear TV can't do.
made it really positive.
pretty much straight away,
"House of Cards," say,
someone else's licensed content?
tartalmának egy órányi nézése.
we don't have to track it at that level.
nem szükséges ezt ennyire követnünk.
making the brand stronger,
would talk about it
great show, AMC show --
az AMC nagyszerű műsoráét –
all these other remarkable series,
sorozattal bővültetek:
"Orange is the New Black," "The Crown,"
Orange is the New Black, A korona,
to make in new content
befektetés mértéke
around the world.
on other networks.
content commissioner at this point?
tartalomközvetítő esetében?
they're even bigger.
akkor még több.
and others in the media business,
média-üzletembereknek úgy tűnik,
really revolutionized the business.
was as big as Disney.
válnának, mint a Disney.
have happened, and yet it did.
de mégis megtörtént.
it moves fast, you know?
gyorsan változik.
unusual about Netflix's culture
a Netflix-kultúrában,
bold -- I won't say "reckless" --
merész – nem állítom, hogy "vakmerő" –,
which is we were born on DVD,
was going to be temporary.
mailing discs for 100 years.
lemezeket fogunk postázni.
about what's coming next,
mi lesz a folytatás.
about what's coming next.
and responsibility.
as possible in a quarter.
a lehető legkevesebb döntést hozom meg.
and better at that.
I can go a whole quarter
surprising things about your people.
az embereiddel kapcsolatban.
compared to your peers',
összehasonlítva más hasonló cégekkel -
for equivalent jobs.
az azonos munkát végzők közt.
szeretnének felmondani.
the Netflix culture deck,
"Netflix culture deck"-et,
admonitions to your employees.
intelmek listája jelenik meg.
we were very process obsessed.
folyamatorientáltak voltunk.
didn't happen again --
to dummy-proof the system.
akartuk tenni a rendszert.
only dummies wanted to work there.
szerettek ott dolgozni.
in that case, it was C++ to Java.
a C++ programnyelvet Javára cserélték.
by our largest competitor.
megszerezte.
on how to run with no process
hogy eljárások nélkül dolgozzunk,
all these mechanisms,
összehangoltság,
at how much information --
az információ mennyisége –,
you know how they compartmentalize?
tudod, mennyire túlszervezettek?
everybody gets all the information.
mindenki minden információt megkap.
a sense of responsibility in people
that are made all the time,
fontos döntések derülnek ki számomra,
which is great.
és ez nagyszerű.
and read them on the internet.
és elolvasod őket a neten.
their own vacation time, and ...
hogy maguk osszák be szabadságukat, és...
symbolic one, vacation,
do that, anyway.
gyakorlatban is van lehetősége rá.
of that freedom.
as a fundamental value.
amelyet megkövetelsz.
to speak the truth.
ha igazat mondanának.
silently is disloyal."
hűtlenség."
go through without saying your piece,
a véleményük nélkül fogadjunk el,
on trying to get to good decisions
like yelling at each other --
drawing people out.
secret weapon at Netflix, it seems,
a certain amount about this week.
really surprising stances
algorithms at Netflix.
your algorithm to the world
az algoritmust a világnak,
than this recommendation we've got?
jobbat a mi ajánlásunknál?
better than yours.
Would you do that again?
at the time; this was about 2007.
akkoriban; 2007 körül történt.
specializált eszköz.
a lucky break of good timing,
on the algorithms,
a megfelelő embereknek ajánljuk fel,
to the right people
and easy to explore.
téve a böngészést.
like a really interesting shift,
"Here are 10 movies. What do you think?
"Itt van 10 film, mit gondolsz róluk?
are your best movies?"
with recommendations for what was coming.
következő filmajánlással párosítani.
a Schindler listájára,
"Schindler's List" five stars,
"The Do-Over" three stars.
c. filmjére pedig hármat.
at what they watched,
mit néztek,
and we're metacognitive about quality,
vagyunk a minőséget illetően,
to please people
that they make,
by how much they enjoy simple pleasures.
örömöket, felfedi preferenciáikat.
for a couple of minutes about this,
not just for Netflix,
attention to what people said,
mit mondtak az emberek,
and then found the stuff that,
majd rájöttél effélékre:
a show about making horrible recipes,
hogy egy rossz receptekről szóló műsor,
have even thought of that.
approach is taken too far?
túl messzire visznek?
from making people happy,
ha az embereket boldoggá tesszük.
and watch a show like "Nailed It!"
"Nailed It!"-féle műsorra vágyunk.
to watch very intensive film.
20 million hours of viewing on "Mudbound,"
volt a Mudboundnak,
than it would have been in the theaters
but we have lots of broccoli.
viszont van egy csomó zöldségünk.
you get to a healthy diet.
tend to point you away from the broccoli
on YouTube, somehow algorithms
a YouTube-on egyre okosabbak,
vagy jellemzőbb tartalom felé terelni.
more radical or specific content.
that Netflix algorithms,
would gradually --
violent pornography or something.
vagy egyéb tartalmakat fog nézni.
I don't even think about these things.
nem is gondolok ilyesmikre.
that you can't just rely on algorithms.
támaszkodhatsz csak algoritmusokra.
like Facebook and YouTube,
felületétől eltérően –
films and series that we acquire?
és sorozatokat szerezzük be?
the algorithm is a tool.
csak az egyik eszköz.
about measuring what matters.
beszélt a lényeges dolgok méréséről.
the more time they spend watching Netflix,
töltött idő függvényében növekszenek,
of "Nailed It!" or whatever?
they just think,
that was extraordinary,
that with my family."
hogy a családdal néztem."
of the business model
but more awesome content,
viszont sokkal jobb,
that uplifting content.
when people talk about Netflix,
a Netflixről szólva
and positive impact,
that you talked about
every night, as much as you like it;
nézni, bármennyire is kedveljük;
violent pornography kind of examples.
across a whole range --
we're filming season five now.
when it was only in the BBC.
humans can get addicted
démonaink vagy angyalaink is
not to think about it in addiction terms,
with your time and when you want to relax?
video games, you can do YouTube,
videójátékokkal, YouTube-ozhatnak
and we have a variety of moods,
különböző hangulatú műsorokkal,
in the organization
azzal foglalkoznak,
at the actual impacts
aktuális hatásait vizsgálják.
that you've created.
is the direction we want to go?"
szeretnénk menni?"
"Look, there's no perfect tool."
"Nincsen tökéletes eszköz."
the way we commission the content,
és kapcsolatunk a társadalmakkal is.
that we have to look at it.
"Let's just increase viewing"
"Csak emeljük a nézettséget"
az előfizetőket" jelszónál,
and be the great company you want to be.
és az óhajtott menő cég kiépítése.
multiple measures of success.
a siker egy-egy mércéje.
that have raised questions:
felmerül a következő:
you've done some mentoring for him.
valamiféle mentorálást is tartottál.
that people don't know?
amit még nem tudunk?
or have seen him.
whether that's YouTube or Facebook,
hogy YouTube vagy Facebook,
about printed DNA,
or could be horrific.
vagy rettenetes is lehet.
in the 1960s in the US,
az 1960-as évek USA-jában,
the minds of everybody.
mindenki elméjét leépíti.
rendben volt.
or, I think of it as --
van előnye, hátránya.
we're just figuring that out.
most jövünk rá, melyek ezek.
is it for the board of Facebook
a Facebook vezetőségében,
néhány üggyel?
unfairly criticized?
on fixing Facebook.
dolgozik a Facebook javításán.
at another passion of yours.
szenvedélyedről beszélni.
with Netflix, you're a billionaire,
a Netflixszel, milliárdos vagy,
and indeed, money, on education.
és pénzt fordítasz .
and what are you doing about it?
és mit teszel érte?
I was a high school math teacher.
matektanár voltam.
and became a philanthropist,
kerültem, és filantróp lettem,
with other great educators
pedagógusokkal akarnak dolgozni,
unique environments for kids.
teremteni a gyerekeknek.
variety in the system
educator-centric organizations.
right now in the US,
by a local school board.
in the community,
ki kell elégíteniük,
is a lot more variety.
of public school
that are run by nonprofits.
irányította alapítványi iskolák.
run by nonprofits,
irányítanak iskolákat,
they support the educators well.
jobban támogatják a pedagógusokat is.
getting very stimulating education.
igen ösztönző oktatást évente.
a school should look like.
kéne lennie egy iskolának.
kids, there's all different needs
and what you think they need.
and curious and stimulating
kíváncsinak és ösztönzőnek kell lenniük,
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
az iparosítás időszakába.
the current government structure,
kormányzati struktúrával
schools are doing is pushing the bounds,
feszegetik a határokat,
the governance reform,
lehetővé teszi a változásokat.
that charter schools,
az alapítványi iskolát,
from the public school system.
az állami iskolarendszertől.
of public schools.
get in trouble,
to a private school
don't have those choices.
erre nincs lehetőségük.
low-income kids, free and reduced lunch.
ingyenes vagy kedvezményes ebédet kap.
for KIPP is fantastic.
felvételijei fantasztikusak.
the Giving Pledge a few years ago,
The Giving Pledge-hez,
more than half of your fortune
hogy vagyonod több mint felét
you've invested in education
mennyit fektettél az oktatásba
I don't know exactly how many hundreds,
nem tudom pontosan, mennyit,
I tried to do politics full-time,
főállásban politizálni,
I just didn't thrive on politics.
nem élveztem a politikát.
a Disney vagy az HBO ellen.
increase Netflix's value,
hogy a Netflix értékesebbé váljon,
more checks to schools.
you've changed all of our lives
gyermek életét megváltoztattad.
ABOUT THE SPEAKERS
Reed Hastings - Entrepreneur, philanthropistAs co-founder and CEO of Netflix, Reed Hastings is revolutionizing the world of entertainment.
Why you should listen
Reed Hastings co-founded Netflix in 1997. Today the company develops, licenses and delivers entertainment across a wide variety of genres and languages to hundreds of millions of people in 190 countries. In 1991, he founded Pure Software, which made tools for software developers. After a 1995 IPO and several acquisitions, Pure was acquired by Rational Software in 1997.
Hastings is an active educational philanthropist and served on the California State Board of Education from 2000 to 2004. He is on the board of several educational organizations including DreamBox Learning, KIPP and Pahara. He's also a board member of Facebook and was on the board of Microsoft from 2007 to 2012. He received a BA from Bowdoin College in 1983 and an MSCS in artificial intelligence from Stanford University in 1988. Between Bowdoin and Stanford, he served in the Peace Corps as a high school math teacher in Swaziland.
Reed Hastings | Speaker | TED.com
Chris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading.
Why you should listen
Chris Anderson is the Curator of TED, a nonprofit devoted to sharing valuable ideas, primarily through the medium of 'TED Talks' -- short talks that are offered free online to a global audience.
Chris was born in a remote village in Pakistan in 1957. He spent his early years in India, Pakistan and Afghanistan, where his parents worked as medical missionaries, and he attended an American school in the Himalayas for his early education. After boarding school in Bath, England, he went on to Oxford University, graduating in 1978 with a degree in philosophy, politics and economics.
Chris then trained as a journalist, working in newspapers and radio, including two years producing a world news service in the Seychelles Islands.
Back in the UK in 1984, Chris was captivated by the personal computer revolution and became an editor at one of the UK's early computer magazines. A year later he founded Future Publishing with a $25,000 bank loan. The new company initially focused on specialist computer publications but eventually expanded into other areas such as cycling, music, video games, technology and design, doubling in size every year for seven years. In 1994, Chris moved to the United States where he built Imagine Media, publisher of Business 2.0 magazine and creator of the popular video game users website IGN. Chris eventually merged Imagine and Future, taking the combined entity public in London in 1999, under the Future name. At its peak, it published 150 magazines and websites and employed 2,000 people.
This success allowed Chris to create a private nonprofit organization, the Sapling Foundation, with the hope of finding new ways to tackle tough global issues through media, technology, entrepreneurship and, most of all, ideas. In 2001, the foundation acquired the TED Conference, then an annual meeting of luminaries in the fields of Technology, Entertainment and Design held in Monterey, California, and Chris left Future to work full time on TED.
He expanded the conference's remit to cover all topics, including science, business and key global issues, while adding a Fellows program, which now has some 300 alumni, and the TED Prize, which grants its recipients "one wish to change the world." The TED stage has become a place for thinkers and doers from all fields to share their ideas and their work, capturing imaginations, sparking conversation and encouraging discovery along the way.
In 2006, TED experimented with posting some of its talks on the Internet. Their viral success encouraged Chris to begin positioning the organization as a global media initiative devoted to 'ideas worth spreading,' part of a new era of information dissemination using the power of online video. In June 2015, the organization posted its 2,000th talk online. The talks are free to view, and they have been translated into more than 100 languages with the help of volunteers from around the world. Viewership has grown to approximately one billion views per year.
Continuing a strategy of 'radical openness,' in 2009 Chris introduced the TEDx initiative, allowing free licenses to local organizers who wished to organize their own TED-like events. More than 8,000 such events have been held, generating an archive of 60,000 TEDx talks. And three years later, the TED-Ed program was launched, offering free educational videos and tools to students and teachers.
Chris Anderson | Speaker | TED.com