Reed Hastings: How Netflix changed entertainment -- and where it's headed
Reed Hastings: Netflix eğlence sektörünü nasıl değiştirdi-- ve nereye doğru gidiyor
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
Netflix'in çok farklı yönleri
I think about six years ago.
6 yıl önce gerçekleşti.
was doing really well,
ama temelde
ve tv içeriklerini
that you were right
away from just sending people DVDs,
DVD satmak yerine
olduğunu kanıtladın.
and healthy growth rates,
ve iyi bir büyüme oranı
really, a bet-the-company decision.
resmen kumar oynadın.
and what motivated it?
cable networks from all time
her zaman
their own originals.
for quite a while.
original content back in 2005,
denemesi yaptık,
and buying films at Sundance --
film aldığımız zamanlar...
we published on DVD --
bunu DVD olarak yayınladık,
because we were subscale.
who runs content,
ortağım
it was 100 million dollars,
that he picked right upfront.
o da doğru olanı seçti.
of the revenue of the company
şirketin gelirinin
that that was actually worth doing?
güvenebilirdiniz?
devastating for the company.
I mean, that's the whole tension of it.
Demek istediğim tüm stres bu yüzdendi.
I can't say that.
burasını söyleyemem
producing new content.
üretmediniz.
if I understand right,
ortaya attınız.
these episodes and build excitement" --
beklenti yaratalım," değildi--
hadn't really been tested.
we had grown up shipping DVDs.
box sets, on DVD.
kutu setler geldi.
watching some of the great HBO content
izledik.
next episode, next episode.
sonraki bölüm diye devam edersin.
to make us think,
especially serialized,
özellikle de seri olanlarda,
all the episodes at once.
oldukça önemlidir.
that linear TV can't do.
made it really positive.
olumlu etki sağladı.
pretty much straight away,
yarıyordu,
"House of Cards," say,
someone else's licensed content?
we don't have to track it at that level.
making the brand stronger,
gelmesini sağladı.
would talk about it
great show, AMC show --
bizler ekrana taşıdık
all these other remarkable series,
listenize eklediniz;
"Orange is the New Black," "The Crown,"
"Orange is the New Black," "The Crown,"
to make in new content
around the world.
on other networks.
content commissioner at this point?
yatırdığından çok daha fazla değil mi?
they're even bigger.
daha da büyüyecekler.
and others in the media business,
,Barry Dillers ve daha niceleri,
really revolutionized the business.
was as big as Disney.
have happened, and yet it did.
hikâyeydi ama yine de başardı.
it moves fast, you know?
Çok hızlı ilerliyor, değil mi?
unusual about Netflix's culture
ilgili alışılmadık bir şey olmalı ki
bold -- I won't say "reckless" --
"pervasız" demeyeceğim--
which is we were born on DVD,
DVD çağında doğduk
was going to be temporary.
mailing discs for 100 years.
göndereceğimizi düşünmedi.
about what's coming next,
birçok paranoya var
about what's coming next.
endişelendiriyor.
özgürlük ve
and responsibility.
as possible in a quarter.
vermekle gurur duyuyorum.
and better at that.
bunda daha iyiye.
I can go a whole quarter
surprising things about your people.
çok şaşırtıcı şeyler var.
compared to your peers',
senin akranlarınla kıyaslanınca
for equivalent jobs.
the Netflix culture deck,
aratırsanız,
admonitions to your employees.
öğüdün listesine ulaşırsınız.
we were very process obsessed.
sürece çok saplantılıydık.
didn't happen again --
emin olalım
kullanacağı hâle getirmeye çalışıyorduk.
to dummy-proof the system.
only dummies wanted to work there.
çalışmak istedi.
in that case, it was C++ to Java.
C++'dan Java'ya geçti.
by our largest competitor.
on how to run with no process
all these mechanisms,
at how much information --
karşısında sersemledi,
you know how they compartmentalize?
Nasıl ayrıştırdıklarını bilirsin.
everybody gets all the information.
her bilgiye ulaşabildi.
a sense of responsibility in people
sorumluluk hissi yaratmak
kazandırmak.
that are made all the time,
which is great.
ki bu muazzam.
and read them on the internet.
internette okudun.
their own vacation time, and ...
ayarlama izni verdin
symbolic one, vacation,
do that, anyway.
of that freedom.
as a fundamental value.
olarak istiyorsunuz.
to speak the truth.
istiyoruz
silently is disloyal."
diyoruz.
go through without saying your piece,
da yazmadan öylece geçmesine
on trying to get to good decisions
olan konular üzerinde.
like yelling at each other --
birbirine bağırmak gibi
drawing people out.
secret weapon at Netflix, it seems,
gibisin,
a certain amount about this week.
really surprising stances
algorithms at Netflix.
yararlandın.
your algorithm to the world
than this recommendation we've got?
daha iyisini yapabilecek var mı?
derdiniz.
better than yours.
Would you do that again?
Yine yapar mıydın?
at the time; this was about 2007.
2007 falandı.
bir araç.
a lucky break of good timing,
olarak gör,
on the algorithms,
yatırım yapmak,
to the right people
çalışmak,
and easy to explore.
like a really interesting shift,
oldukça ilgi çekici bu değişim
"Here are 10 movies. What do you think?
"İşte 10 tane film. Ne düşünüyorsun?
are your best movies?"
with recommendations for what was coming.
eşleştirme yaptınız.
"Schindler's List" five stars,
5 yıldız verir,
"The Do-Over" three stars.
"To Do-Over"a 3 yıldız verirler.
at what they watched,
and we're metacognitive about quality,
baktığımızda
to please people
that they make,
by how much they enjoy simple pleasures.
ortaya çıkar.
for a couple of minutes about this,
istiyorum,
not just for Netflix,
sadece Netflix için değil
attention to what people said,
and then found the stuff that,
şunu buldun
a show about making horrible recipes,
"Nailed it" denilen bir şovdan
have even thought of that.
approach is taken too far?
yaklaşma yaklaşımı çok mu fazla olur?
from making people happy,
oldukça zevk alıyoruz,
and watch a show like "Nailed It!"
program izlemek istersin.
to watch very intensive film.
dolu dolu filmler izlemek ister.
20 million hours of viewing on "Mudbound,"
fazla gösterime ulaştık.
than it would have been in the theaters
diğer platformlarda
but we have lots of broccoli.
brokolilerimiz daha fazla.
you get to a healthy diet.
bir diyetin olabilir.
tend to point you away from the broccoli
brokoliden uzaklaştırıp şekere
on YouTube, somehow algorithms
insanları daha radikal
more radical or specific content.
yönlendirme eğiliminde
that Netflix algorithms,
Netflix algoritmalarının,
would gradually --
hayal etmek kolay olurdu..
violent pornography or something.
şey izliyor olabilirdik.
I don't even think about these things.
düşünmem bile.
that you can't just rely on algorithms.
algoritmalara dayanamazsın.
şeylerin karışımı
like Facebook and YouTube,
hizmet veriyoruz
films and series that we acquire?
elde ettiğimiz seriler nelerdir?
the algorithm is a tool.
algoritma bir araçtır.
about measuring what matters.
bir konuşma yaptı.
the more time they spend watching Netflix,
zaman gerektirmeyen
of "Nailed It!" or whatever?
they just think,
şöyle düşünüyorlar
that was extraordinary,
that with my family."
of the business model
but more awesome content,
Ama daha müthiş içerik
that uplifting content.
seçiyor.
when people talk about Netflix,
konuşuyorlar.
and positive impact,
that you talked about
every night, as much as you like it;
izlemek istemezsin,
violent pornography kind of examples.
alt kısmına yarış.
across a whole range --
harika görüntüleme gördük.
we're filming season five now.
when it was only in the BBC.
olan bir diziydi.
humans can get addicted
olduğu kadar
not to think about it in addiction terms,
bağımlılık
with your time and when you want to relax?
ne yapmak istersin?
video games, you can do YouTube,
Youtube'da takılabilir
and we have a variety of moods,
çeşitli ruh hâllerimiz varsa,
in the organization
at the actual impacts
gerçek etkilerine
that you've created.
is the direction we want to go?"
"Look, there's no perfect tool."
araç yoktur" demeliyiz.
the way we commission the content,
içeriği komisyonlama şeklimiz
that we have to look at it.
"Let's just increase viewing"
ya da
and be the great company you want to be.
şirket olamazsınız.
multiple measures of success.
olarak düşünün.
that have raised questions:
you've done some mentoring for him.
onun için akıl hocalığı yaptın.
that people don't know?
bilmediği neyi bilmeliyiz?
or have seen him.
whether that's YouTube or Facebook,
Youtube ya da Facebook fark etmez,
about printed DNA,
konuşuyorduk,
or could be horrific.
in the 1960s in the US,
popüler olduğunda
the minds of everybody.
getirdi.
or, I think of it as --
ben böyle düşünüyorum,
ve eksileri var
we're just figuring that out.
anlamaya çalışıyoruz.
is it for the board of Facebook
unfairly criticized?
on fixing Facebook.
suçlamaları üzerine alıyor.
at another passion of yours.
istiyorum.
with Netflix, you're a billionaire,
milyardersin
and indeed, money, on education.
and what are you doing about it?
ve bu konuda ne yapıyorsun?
I was a high school math teacher.
matematik öğretmenliği yaptım.
and became a philanthropist,
ve bir hayırsever oldum.
with other great educators
çalışmak
unique environments for kids.
hazırlamak istiyorlar.
variety in the system
ihtiyacımız var,
educator-centric organizations.
ihtiyacımız var.
right now in the US,
Şu anda ABD'de
by a local school board.
kurulu tarafından yönetilmekte.
in the community,
karşılamak zorundalar
is a lot more variety.
daha çok çeşitlilik.
of public school
sözleşmeli devlet okulu
that are run by nonprofits.
run by nonprofits,
they support the educators well.
daha çok destekleyen yerler olmalı.
yönetiminindeyim,
getting very stimulating education.
alıyor.
a school should look like.
gerektiğini bana tarif et.
kids, there's all different needs
farklı ihtiyaçlar
and what you think they need.
and curious and stimulating
ve ufuk açıcı
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
bir başarısızlık.
the current government structure,
devlet modelini ortaya çıkarmak,
schools are doing is pushing the bounds,
okullar sınırları zorluyor,
izin veriyor.
the governance reform,
that charter schools,
kasıtlı ya da kasıtsız olarak,
from the public school system.
of public schools.
get in trouble,
karışırsa
to a private school
don't have those choices.
seçenekleri yok.
low-income kids, free and reduced lunch.
bedava ya da indirimli yemek.
for KIPP is fantastic.
inanılmaz.
the Giving Pledge a few years ago,
imzaladın,
more than half of your fortune
you've invested in education
yatırdığını sorabilir miyim
I don't know exactly how many hundreds,
tam rakamı ben de bilmiyorum
I tried to do politics full-time,
olarak politikayı denedim
I just didn't thrive on politics.
politikada başarılı olamadım.
increase Netflix's value,
more checks to schools.
sağlayacak.
you've changed all of our lives
hepimizin hayatını değiştirdin
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