Reed Hastings: How Netflix changed entertainment -- and where it's headed
Reed Hastings: Come Netflix ha cambiato il mondo dell'intrattenimento -- e dove è diretto
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
che sono attratto e meravigliato
se mi permetti.
I think about six years ago.
accadde circa sei anni fa.
was doing really well,
era un servizio di streaming
di terze parti.
that you were right
che avevate ragione
away from just sending people DVDs,
abbandonando la spedizione di DVD
e tassi di crescita altissimi;
and healthy growth rates,
really, a bet-the-company decision.
una scommessa sul futuro dell'azienda.
and what motivated it?
e quale ne fu la motivazione?
cable networks from all time
tutte le reti via cavo
con contenuti di terze parti
their own originals.
hanno creato prodotti propri.
for quite a while.
da un po' di tempo.
original content back in 2005,
fare produzioni originali nel 2005,
and buying films at Sundance --
e compravamo film al Sundance,
we published on DVD --
con Maggie Gyllenhaal,
because we were subscale.
eravamo sottodimensionati.
who runs content,
che si occupa dei contenuti,
it was 100 million dollars,
valeva 100 milioni di dollari,
that he picked right upfront.
che lui capì in anticipo.
of the revenue of the company
del reddito aziendale
that that was actually worth doing?
che ne valeva davvero la pena?
devastating for the company.
per l'azienda.
I mean, that's the whole tension of it.
C'era parecchia tensione.
I can't say that.
(non posso dirlo).
producing new content.
di produrre contenuti nuovi.
if I understand right,
della maratona televisiva.
these episodes and build excitement" --
per accrescere l'attesa",
non era stata ancora sperimentata.
hadn't really been tested.
we had grown up shipping DVDs.
spedendo DVD.
box sets, on DVD.
in cofanetti, su DVD.
watching some of the great HBO content
alcuni dei grandiosi prodotti HBO
next episode, next episode.
che ci fece pensare,
to make us think,
especially serialized,
soprattutto le serie,
all the episodes at once.
è grandioso.
that linear TV can't do.
non può fare.
made it really positive.
l'hanno fatto funzionare.
pretty much straight away,
è venuto fuori
"House of Cards," say,
diciamo, "House of Cards",
someone else's licensed content?
contenuti di terze parti?
we don't have to track it at that level.
non dobbiamo fare i conti a quel livello.
making the brand stronger,
would talk about it
great show, AMC show --
della AMC che trasmettevamo,
all these other remarkable series,
serie di grande successo,
"Orange is the New Black," "The Crown,"
"Orange is the New Black," "The Crown,"
to make in new content
per realizzare nuovi contenuti
around the world.
in tutto il mondo.
on other networks.
su altri network.
content commissioner at this point?
committente al momento, no?
they're even bigger.
diventeranno ancora più grandi.
e altri del media business,
and others in the media business,
really revolutionized the business.
e abbia rivoluzionato il sistema.
was as big as Disney.
fossero diventati come la Disney.
have happened, and yet it did.
eppure è accaduto.
it moves fast, you know?
è velocissimo, sai?
unusual about Netflix's culture
di speciale nella filosofia di Netflix
bold -- I won't say "reckless" --
ardite, non direi avventate,
which is we were born on DVD,
ossia eravamo nati con i DVD,
una cosa temporanea.
was going to be temporary.
che avremmo spedito DVD per sempre.
mailing discs for 100 years.
about what's coming next,
riguardo il futuro,
about what's coming next.
e responsabilità.
and responsibility.
decisioni possibili in un trimestre.
as possible in a quarter.
and better at that.
I can go a whole quarter
passo un intero trimestre
surprising things about your people.
davvero sorprendenti su di voi.
compared to your peers',
paragonati ai vostri pari,
for equivalent jobs.
the Netflix culture deck,
quale sia il piano strutturale di Netflix,
admonitions to your employees.
alquanto bizzarra per i vostri impiegati.
we were very process obsessed.
eravamo ossessionati dal processo.
didn't happen again --
non si ripetesse:
to dummy-proof the system.
di rendere il sistema a prova d'idiota.
only dummies wanted to work there.
solo gli idioti ci volevano lavorare.
in that case, it was C++ to Java.
in questo caso da C++ a Java.
by our largest competitor.
dal nostro più grande competitore.
on how to run with no process
a una gestione senza processi
all these mechanisms,
tutti questi meccanismi,
convergenza,
condivisione delle informazioni,
della quantità d'informazioni:
at how much information --
you know how they compartmentalize?
loro ripartiscono,
everybody gets all the information.
ognuno ha accesso a tutte le info.
a sense of responsibility in people
nelle persone
e capacità di esecuzione.
that are made all the time,
di continuo grandi decisioni
which is great.
and read them on the internet.
e le leggi su internet.
their own vacation time, and ...
stabiliscano da soli le loro ferie, e ...
symbolic one, vacation,
sono un esempio emblematico,
do that, anyway.
le fa comunque, le ferie.
of that freedom.
as a fundamental value.
come valore fondamentale.
to speak the truth.
che dicano la verità.
silently is disloyal."
in silenzio è sleale."
go through without saying your piece,
senza esprimere il proprio parere,
on trying to get to good decisions
nel cercare di prendere buone decisioni
like yelling at each other --
senza urlarci contro,
drawing people out.
che fa confidare le persone.
secret weapon at Netflix, it seems,
un'altra arma segreta,
a certain amount about this week.
varie volte questa settimana.
really surprising stances
posizioni davvero sorprendenti
algoritmi intelligenti.
algorithms at Netflix.
your algorithm to the world
il vostro algoritmo al mondo
than this recommendation we've got?
a fare meglio di quello che abbiamo?
un milione di dollari."
un milione di dollari
better than yours.
Lo rifareste?
Would you do that again?
all'epoca, era, credo, il 2007.
at the time; this was about 2007.
molto specializzato.
a lucky break of good timing,
al momento giusto,
on the algorithms,
investire molto negli algoritmi,
to the right people
per le giuste persone,
e divertente da esplorare.
and easy to explore.
like a really interesting shift,
qualche anno fa,
"Ecco qui 10 film, che ne pensi?
"Here are 10 movies. What do you think?
are your best movies?"
with recommendations for what was coming.
con le indicazioni per il futuro.
a "Schindler's List",
"Schindler's List" five stars,
a "The Do-Over" di Adam Sandler.
"The Do-Over" three stars.
at what they watched,
cosa guarda la gente,
Adam Sandler.
and we're metacognitive about quality,
in modo metacognitivo,
to please people
per soddisfare le persone,
that they make,
che fanno:
by how much they enjoy simple pleasures.
di apprezzamento dei semplici piaceri.
for a couple of minutes about this,
per qualche minuto,
non solo riguardo a Netflix,
not just for Netflix,
attention to what people said,
a quello che la gente diceva:
and then found the stuff that,
e avete scoperto che:
mi sarebbe piaciuto
a show about making horrible recipes,
chiamato 'Nailed it!'"
have even thought of that.
mai immaginato.
approach is taken too far?
dell'approccio ai soli valori rivelati?
from making people happy,
far divertire le persone.
and watch a show like "Nailed It!"
e guardare un programma come "Nailed it!".
to watch very intensive film.
guardare un film intenso.
per oltre 20 milioni di ore,
20 million hours of viewing on "Mudbound,"
than it would have been in the theaters
avrebbe ottenuto nei cinema
but we have lots of broccoli.
you get to a healthy diet.
si ha un equilibrio perfetto.
tend to point you away from the broccoli
tendono ad allontanarci dal serio
se non si sta attenti?
su YouTube, alcuni algoritmi
on YouTube, somehow algorithms
verso contenuti estremi o specifici.
more radical or specific content.
that Netflix algorithms,
che gli algoritmi di Netflix,
would gradually --
potrebbero gradualmente ...
violent pornography or something.
violenta o cose del genere.
I don't even think about these things.
non le penso nemmeno certe cose!
non si può contare solo sugli algoritmi.
that you can't just rely on algorithms.
di pareri ed esperienze,
like Facebook and YouTube,
Facebook e YouTube,
tipo:
films and series that we acquire?
che acquisiamo?
the algorithm is a tool.
l'algoritmo è uno strumento.
about measuring what matters.
di come misurare ciò che interessa.
fondamentalmente,
vostro unico vantaggio.
the more time they spend watching Netflix,
a quanto tempo trascorrono su Netflix?
iscriversi di nuovo?
di "Nailed It!" o cose così?
of "Nailed It!" or whatever?
facciano pensare:
they just think,
that was extraordinary,
è stato straordinario,
con la mia famiglia."
that with my family."
of the business model
del modello aziendale
but more awesome content,
ma maggiore qualità,
that uplifting content.
programmi edificanti.
quando la gente parla di Netflix,
when people talk about Netflix,
e sproporzionato,
and positive impact,
di iscrizioni di cui parlavi,
that you talked about
memorabili programmi.
every night, as much as you like it;
tutte le sere, anche se gli piace;
violent pornography kind of examples.
sulla pornografia violenta.
across a whole range --
ad ampio raggio,
we're filming season five now.
stiamo girando la quinta stagione.
when it was only in the BBC.
quando era solo sulla BBC.
molto più grandi.
humans can get addicted
diventa dipendente
che dai propri demoni.
not to think about it in addiction terms,
di non parlare in termini di dipendenza,
with your time and when you want to relax?
del suo tempo quando vuole rilassarsi?"
video games, you can do YouTube,
ai videogiochi, può andare su YouTube,
and we have a variety of moods,
e abbiamo una varietà di scelta,
in the organization
l'impatto reale
at the actual impacts
che avete creato.
that you've created.
Solo per essere sicuri
is the direction we want to go?"
che volete seguire?
"Look, there's no perfect tool."
che non esiste lo strumento perfetto.
the way we commission the content,
il modo di commissionare il contenuto,
that we have to look at it.
"Let's just increase viewing"
"aumentiamo le visualizzazioni"
and be the great company you want to be.
e sia brillante come la desideri.
multiple measures of success.
strategie di successo.
that have raised questions:
che hanno suscitato dubbi:
you've done some mentoring for him.
per Mark Zuckerberg.
that people don't know?
che non conosciamo?
or have seen him.
o lo hanno visto.
whether that's YouTube or Facebook,
come Youtube o Facebook,
about printed DNA,
or could be horrific.
in the 1960s in the US,
negli anni 1960 negli USA,
the minds of everybody.
la mente di tutti.
di tutti stavano bene.
or, I think of it as --
o io penso ad essa come...
we're just figuring that out.
is it for the board of Facebook
per il consiglio di Facebook
unfairly criticized?
in modo totalmente ingiusto?
on fixing Facebook.
per sistemare le cose in Facebook.
at another passion of yours.
un'altra tua passione.
with Netflix, you're a billionaire,
sei un miliardario,
and indeed, money, on education.
e denaro nell'istruzione.
e cosa stai facendo a riguardo?
and what are you doing about it?
sono stato docente di matematica.
I was a high school math teacher.
and became a philanthropist,
sono diventato un filantropo,
verso l'istruzione
with other great educators
con altri bravi educatori
unique environments for kids.
unici per i ragazzi.
variety in the system
di quella che abbiamo,
centrate sugli insegnanti.
educator-centric organizations.
negli Stati Uniti,
right now in the US,
by a local school board.
da un consiglio direttivo locale,
in the community,
della comunità locale,
is a lot more variety.
of public school
di scuola statale
that are run by nonprofits.
con una gestione no-profit.
run by nonprofits,
con una gestione no-profit,
they support the educators well.
e sosterranno anche gli insegnanti.
delle scuole charter KIPP,
getting very stimulating education.
che ricevono un'istruzione stimolante.
a school should look like.
dovrebbe essere una scuola.
kids, there's all different needs
a cui andare incontro,
e di cosa pensi che necessitino.
and what you think they need.
sugli educatori, essere stimolanti,
and curious and stimulating
of 30 kids in fifth grade,
di quinta elementare
at the same time,
nello stesso momento,
an industrial throwback.
the current government structure,
vista l'attuale struttura governativa,
schools are doing is pushing the bounds,
stanno spostando i confini,
di provare cose nuove.
the governance reform,
come una riforma amministrativa,
nell'educazione.
that charter schools,
al sistema scolastico statale.
from the public school system.
of public schools.
get in trouble,
to a private school
in una scuola privata
don't have those choices.
di solito non hanno questa scelta.
low-income kids, free and reduced lunch.
basso reddito, i pranzi gratis o ridotti.
for KIPP is fantastic.
per KIPP sono favolose.
the Giving Pledge a few years ago,
il "Giving Pledge",
more than half of your fortune
più della metà delle tue ricchezze
quanto hai investito nell'istruzione
you've invested in education
I don't know exactly how many hundreds,
non lo so con precisione,
I tried to do politics full-time,
ho tentato di fare politica a tempo pieno,
I just didn't thrive on politics.
la politica non mi soddisfa.
contro la Disney e la HBO.
increase Netflix's value,
il valore di Netflix,
più assegni per le scuole.
more checks to schools.
you've changed all of our lives
hai cambiato le nostre vite,
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