Reed Hastings: How Netflix changed entertainment -- and where it's headed
リード・ヘイスティングス: ネットフリックスがエンターテインメントを変え、目指す未来
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
ネットフリックスの様々な魅力に
I think about six years ago.
was doing really well,
映画やテレビシリーズの
that you were right
人々にDVDを貸すだけのビジネスから
away from just sending people DVDs,
劇的な方向転換をして
金融街に納得させましたね
and healthy growth rates,
健全な成長率を示していましたが
really, a bet-the-company decision.
and what motivated it?
背景についてお話しください
cable networks from all time
ケーブル・ネットワークは常に
their own originals.
展開してきました
for quite a while.
original content back in 2005,
オリジナルコンテンツへ参入しようとしました
and buying films at Sundance --
サンダンス映画祭から作品を仕入れていました
we published on DVD --
DVD作品として公開しました
because we were subscale.
うまくいきませんでした
who runs content,
パートナーのテッド・サランドスは
大きな期待を抱いていました
it was 100 million dollars,
that he picked right upfront.
真のブレイクスルーとなったんです
of the revenue of the company
収益の大部分を
that that was actually worth doing?
devastating for the company.
I mean, that's the whole tension of it.
その緊張感に満ちていましたよ
I can't say that.
producing new content.
作っただけではありませんでしたね
if I understand right,
生み出しましたね
these episodes and build excitement" --
というのではなく
hadn't really been tested.
踏み切りました
we had grown up shipping DVDs.
成長してきましたが
box sets, on DVD.
ボックスセットが現れ
watching some of the great HBO content
DVDで観てー
next episode, next episode.
次々に観たものでした
to make us think,
こう考えたんです
especially serialized,
エピソードコンテンツを
all the episodes at once.
that linear TV can't do.
出来ないことです
made it really positive.
決断を前向きなものにしたんです
pretty much straight away,
結論は出たのでしょうか
"House of Cards," say,
1時間観てもらうと
someone else's licensed content?
we don't have to track it at that level.
そうした尺度は考慮しなくて良いんです
making the brand stronger,
正にその役割を果たしました
would talk about it
great show, AMC show --
AMC局のシリーズですが
all these other remarkable series,
次々に生まれましたね
"Orange is the New Black," "The Crown,"
イズ・ニュー・ブラック』『ザ・クラウン』
他には
to make in new content
around the world.
on other networks.
素晴らしい番組が沢山ありますからね
content commissioner at this point?
どの会社よりも大きい額なのでは?
they're even bigger.
もっと巨大になるでしょう
それは全世界で使われる額ですから
and others in the media business,
バリー・ディラーをはじめメディア業界の人々は
really revolutionized the business.
感じていることでしょう
言い
was as big as Disney.
同規模に育ったように
have happened, and yet it did.
起こったんです
it moves fast, you know?
スピードが早いでしょう
unusual about Netflix's culture
通常と違って
bold -- I won't say "reckless" --
「無謀な」とは言いませんが—
which is we were born on DVD,
DVDビジネスとして生まれ
was going to be temporary.
予測していたことです
mailing discs for 100 years.
思っていませんでした
about what's coming next,
偏執的に考えていること
精神でもありますが
about what's coming next.
心配しているということで
and responsibility.
自由と責任を大変重んじています
as possible in a quarter.
していることを誇りに思っています
and better at that.
四半期が過ぎていくこともありますよ
I can go a whole quarter
surprising things about your people.
驚くべきことがありますね
compared to your peers',
同業他社と比べて
for equivalent jobs.
the Netflix culture deck,
検索してみると
admonitions to your employees.
社員への忠告リストが見つかります
we were very process obsessed.
プロセスにとても拘っていました
didn't happen again --
to dummy-proof the system.
システムを目指していたことでした
only dummies wanted to work there.
残るようになったんです
in that case, it was C++ to Java.
この場合はC++からJavaへ変わったのですが
by our largest competitor.
on how to run with no process
プロセスを排しつつ混乱を避けることに
all these mechanisms,
at how much information --
惜しげなく共有されていて
you know how they compartmentalize?
彼らの分断的な社風をご存知ですか?
everybody gets all the information.
誰もが情報を得られるようになっています
a sense of responsibility in people
人々に責任感と裁量を持たせるということです
that are made all the time,
後から耳にすることはしょっちゅうです
which is great.
とてもいいことです
and read them on the internet.
ニュースで知るといったような?
their own vacation time, and ...
symbolic one, vacation,
do that, anyway.
of that freedom.
as a fundamental value.
社の基本的な価値観として掲げていますね
to speak the truth.
述べてもらいたいですね
silently is disloyal."
自ら信頼を損なう行為だ」と言っています
go through without saying your piece,
決裁事項を通過させることは
on trying to get to good decisions
良い意思決定を下すということを
常にそうしています
like yelling at each other --
雰囲気作りに
drawing people out.
人々から反応を促すものですよ
secret weapon at Netflix, it seems,
もう1つ秘密兵器があるようですね
a certain amount about this week.
really surprising stances
知的なアルゴリズムを作る時に
algorithms at Netflix.
your algorithm to the world
than this recommendation we've got?
良いアイデアがあるかい?
better than yours.
Would you do that again?
またやりますか?
at the time; this was about 2007.
当時は凄くエキサイティングでした
a lucky break of good timing,
フレームワークというより
on the algorithms,
to the right people
and easy to explore.
楽しく便利にしようとしました
like a really interesting shift,
とても興味深い方向転換をしましたね
「この10本の映画をどう思いますか?
"Here are 10 movies. What do you think?
are your best movies?"
with recommendations for what was coming.
新作のレコメンドリストとマッチングさせました
"Schindler's List" five stars,
最高と評価します
"The Do-Over" three stars.
もしも生まれ変わったら』は星3つ
at what they watched,
and we're metacognitive about quality,
私たちは評価をする時 メタ認知的に
考えます
to please people
that they make,
楽しんだということが分かり
by how much they enjoy simple pleasures.
マッチングができるのです
for a couple of minutes about this,
not just for Netflix,
インターネット全体にとって
attention to what people said,
人々の声には耳を貸さず
and then found the stuff that,
探し出しました
a show about making horrible recipes,
酷いレシピを作る番組が気に入るなんて
have even thought of that.
approach is taken too far?
リスクもありませんか?
from making people happy,
人々を楽しませることに喜びを感じます
and watch a show like "Nailed It!"
スイーツ』なんかを観たくなるものです
to watch very intensive film.
オスカー賞候補になった―
20 million hours of viewing on "Mudbound,"
視聴時間を記録しました
than it would have been in the theaters
他の配給会社によるものからは
but we have lots of broccoli.
ブロッコリーもたくさんあります
you get to a healthy diet.
健康的な食事になります
tend to point you away from the broccoli
野菜から遠ざけてキャンディーへと
on YouTube, somehow algorithms
more radical or specific content.
誘導していることを話したばかりです
that Netflix algorithms,
would gradually --
violent pornography or something.
観る羽目になるかもしれません
I don't even think about these things.
そんなこと考えもしません
that you can't just rely on algorithms.
頼ってはいられません
like Facebook and YouTube,
キュレーションした番組を配信しますから
films and series that we acquire?
どれを買おうか?といった易しいものです
the algorithm is a tool.
利用するのです
about measuring what matters.
重要な物事を測ることについて語りましたが
増やしていくことでしょう
the more time they spend watching Netflix,
ネットフリックスの視聴時間が長ければ
『パーフェクト・スイーツ』を
of "Nailed It!" or whatever?
they just think,
こう感じさせるものでしょうか?
that was extraordinary,
that with my family."
of the business model
より高品質なコンテンツで
but more awesome content,
that uplifting content.
コンテンツを選びます
when people talk about Netflix,
確かに人々は
and positive impact,
ポジティブなインパクトがありました
that you talked about
定期購入者数の増加も
提供したいと考えています
every night, as much as you like it;
毎晩観たいとは思わないものです
violent pornography kind of examples.
across a whole range --
様々なコンテンツの視聴率が増えました
we're filming season five now.
シーズン5を制作中ですが
when it was only in the BBC.
人気の無い零細番組でした
humans can get addicted
悪徳に夢中になるように
not to think about it in addiction terms,
私たちはそれを依存といった意味では
with your time and when you want to relax?
過ごすのを選ぶか?ということです
video games, you can do YouTube,
テレビゲームやYouTube
and we have a variety of moods,
様々な気分(ムード)の番組を提供していれば
in the organization
at the actual impacts
実際のインパクト(成果)を
that you've created.
is the direction we want to go?"
目指している方向だろうか?」と
"Look, there's no perfect tool."
謙虚な姿勢で認めなければ
the way we commission the content,
コンテンツの提供の仕方や
that we have to look at it.
観察するべきです
"Let's just increase viewing"
「定期購入者数を増やそう」とだけ考え
and be the great company you want to be.
目指す企業にはなれないでしょう
multiple measures of success.
that have raised questions:
アルゴリズムという話題では
いらっしゃいましたね
you've done some mentoring for him.
メンタリングをされていたと記憶しています
that people don't know?
何か教えて頂けますか?
or have seen him.
彼を知っているでしょう
whether that's YouTube or Facebook,
ソーシャルプラットフォームは
about printed DNA,
or could be horrific.
恐ろしくも有り得ると話していました
in the 1960s in the US,
テレビが最初に人気を博した時
the minds of everybody.
考えられたんですね
or, I think of it as --
良い部分と悪い部分があります
we're just figuring that out.
それを見極めている状況です
is it for the board of Facebook
unfairly criticized?
認識なんでしょうか?
on fixing Facebook.
軌道修正の責任者として
at another passion of yours.
もう1つの情熱についてですが
with Netflix, you're a billionaire,
ビリオネアになった今
and indeed, money, on education.
教育事業へ使っていますね
and what are you doing about it?
具体的にはどういうことを?
I was a high school math teacher.
高校の数学教師になりました
and became a philanthropist,
それから慈善活動家となり
with other great educators
unique environments for kids.
子供たちのために作り出したいと思うもので
variety in the system
多様なシステムが必要なのだということと
educator-centric organizations.
もっと必要だということです
right now in the US,
by a local school board.
地域の教育委員会により運営されており
in the community,
対応しなければなりません
is a lot more variety.
of public school
公的教育の形態があり
that are run by nonprofits.
run by nonprofits,
they support the educators well.
教育者たちをより良く支援できるはずだと考え
「KIPPチャーター・スクール」の
getting very stimulating education.
非常に刺激的な教育をしています
a school should look like.
kids, there's all different needs
and what you think they need.
教育の選択肢は欲しい
好奇心を刺激するものであるべきです
and curious and stimulating
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
the current government structure,
それを変えるのは
schools are doing is pushing the bounds,
一歩踏み出し
the governance reform,
ガバナンス改革だと考えてみてください
教育の改革をすることが目的です
that charter schools,
from the public school system.
という批判がありますが
of public schools.
いくつかの種類があります
その生徒たちは
get in trouble,
学校でつまづくと
to a private school
教育のために
don't have those choices.
通常そうした選択肢がありません
low-income kids, free and reduced lunch.
無料や割引の給食が支給されています
for KIPP is fantastic.
the Giving Pledge a few years ago,
寄付誓約宣言に署名しましたが
more than half of your fortune
寄付すると決めていますね
you've invested in education
I don't know exactly how many hundreds,
実際の額は覚えていませんが
I tried to do politics full-time,
ジョン・ドーアの下で職業政治家を
I just didn't thrive on politics.
私には政治は向いていませんでした
increase Netflix's value,
価値を高めています
more checks to schools.
you've changed all of our lives
私たち皆の そして子供たちの
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