Reed Hastings: How Netflix changed entertainment -- and where it's headed
Reed Hastings: Como a Netflix mudou o entretenimento e para onde está se direcionando
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
fascinado e impressionado
são cheios de surpresas.
I think about six years ago.
há cerca de seis anos.
was doing really well,
um serviço de "streaming"
e conteúdo de TV.
that you were right
estavam certos em dar uma guinada radical
away from just sending people DVDs,
às pessoas, fazer isso via streaming.
and healthy growth rates,
e taxas de crescimento saudáveis,
para tomar uma decisão enorme,
really, a bet-the-company decision.
todas as fichas na empresa.
and what motivated it?
cable networks from all time
their own originals.
seu próprio conteúdo original.
for quite a while.
há algum tempo.
original content back in 2005,
com conteúdo original em 2005,
and buying films at Sundance --
e comprávamos filmes no Sundance;
we published on DVD --
com Maggie Gyllenhaal em DVD...
because we were subscale.
tínhamos pequena escala.
who runs content,
responsável pelo conteúdo,
com "House of Cards".
it was 100 million dollars,
that he picked right upfront.
o primeiro sucesso que ele escolheu.
of the revenue of the company
da receita da empresa, na época.
that that was actually worth doing?
de que valia a pena?
devastating for the company.
devastador para a empresa.
I mean, that's the whole tension of it.
Quero dizer, aí residia toda a tensão.
I can't say that.
Não posso dizer isso.
producing new content.
if I understand right,
vocês introduziram a ideia
these episodes and build excitement" --
esses episódios e criar empolgação"...
hadn't really been tested.
não tinha sido testada.
we had grown up shipping DVDs.
box sets, on DVD.
watching some of the great HBO content
de assistir aos melhores conteúdos da HBO
next episode, next episode.
próximo episódio.
to make us think,
especially serialized,
especialmente os serializados,
all the episodes at once.
todos os episódios de uma vez só.
that linear TV can't do.
não consegue fazer.
made it really positive.
foram muito positivas.
pretty much straight away,
"House of Cards," say,
assistindo a "House of Cards"
someone else's licensed content?
a conteúdo licenciado de outros?
we don't have to track it at that level.
não precisamos mapear a esse nível.
making the brand stronger,
de fortalecer a marca,
would talk about it
falavam sobre isso
great show, AMC show --
all these other remarkable series,
todas essas séries notáveis,
"Orange is the New Black," "The Crown,"
"Orange is the New Black", "The Crown",
to make in new content
que estão planejando em conteúdo novo
around the world.
em todo o mundo.
on other networks.
em outras redes.
content commissioner at this point?
administrador de conteúdo, neste momento?
they're even bigger.
serão ainda maiores.
e outros do mercado da mídia,
and others in the media business,
really revolutionized the business.
was as big as Disney.
fosse grande como a Disney.
have happened, and yet it did.
e, ainda assim, aconteceu.
it moves fast, you know?
ela se move rapidamente, sabe?
unusual about Netflix's culture
algo não usual na cultura da Netflix
bold -- I won't say "reckless" --
não vou dizer "imprudente",
which is we were born on DVD,
was going to be temporary.
100 anos enviando discos.
mailing discs for 100 years.
about what's coming next,
em relação ao que vem a seguir,
about what's coming next.
com o que vem a seguir.
à liberdade e responsabilidade.
and responsibility.
de decisões em um trimestre.
as possible in a quarter.
and better at that.
I can go a whole quarter
surprising things about your people.
surpreendentes com seus funcionários.
compared to your peers',
comparados com seus colegas,
por serviços equivalentes.
for equivalent jobs.
the Netflix culture deck,
sobre o "culture deck" da Netflix,
admonitions to your employees.
de advertências a seus empregados.
we were very process obsessed.
éramos obcecados pelo processo.
não aconteceria de novo.
didn't happen again --
to dummy-proof the system.
tornar o sistema à prova de imbecis.
only dummies wanted to work there.
in that case, it was C++ to Java.
mas sempre há alguma mudança,
by our largest competitor.
por nosso maior concorrente.
on how to run with no process
muito focado em não ter processos,
all these mechanisms,
todos esses mecanismos:
compartilhar informação...
at how much information --
espantadas com tanta informação:
you know how they compartmentalize?
Sabe como eles compartimentam tudo?
todos têm todas as informações.
everybody gets all the information.
a sense of responsibility in people
um senso de responsabilidade nas pessoas
that are made all the time,
são tomadas o tempo todo,
which is great.
and read them on the internet.
e fica sabendo pela internet.
their own vacation time, and ...
determinem seu período de férias e...
symbolic one, vacation,
bem simbólico, as férias,
do that, anyway.
na prática, de qualquer forma.
of that freedom.
as a fundamental value.
como um valor fundamental.
to speak the truth.
que as pessoas digam a verdade.
silently is disloyal."
em silêncio é desleal".
go through without saying your piece,
alguma decisão sem dar seu palpite
on trying to get to good decisions
em obter boas decisões
like yelling at each other --
do tipo gritar uns com os outros...
drawing people out.
movendo as pessoas.
secret weapon at Netflix, it seems,
outra arma secreta na Netflix,
a certain amount about this week.
bastante esta semana.
really surprising stances
pontos de vista surpreendentes
algorithms at Netflix.
de algoritmos inteligentes na Netflix.
your algorithm to the world
para o mundo e disse:
than this recommendation we've got?
do que essa recomendação que temos?
porque era 10% melhor que o seu.
better than yours.
Você faria isso de novo?
Would you do that again?
na época, foi por volta de 2007.
at the time; this was about 2007.
muito especializada.
a lucky break of good timing,
no momento oportuno,
on the algorithms,
to the right people
para as pessoas corretas
and easy to explore.
e divertido de explorar.
like a really interesting shift,
uma guinada realmente interessante.
"Here are 10 movies. What do you think?
"Aqui estão dez filmes. O que você acha?
are your best movies?"
with recommendations for what was coming.
com recomendações para os próximos.
para "A Lista de Schindler",
"Schindler's List" five stars,
do Adam Sandler.
"The Do-Over" three stars.
at what they watched,
and we're metacognitive about quality,
em relação à qualidade ao dar uma nota,
to please people
para agradar as pessoas,
that they make,
que elas realmente fazem,
by how much they enjoy simple pleasures.
elas apreciam pequenos prazeres.
for a couple of minutes about this,
um pouco sobre isso,
not just for Netflix,
para a internet como um todo.
attention to what people said,
muita atenção ao que as pessoas disseram,
and then found the stuff that,
e descobriu coisas como:
a show about making horrible recipes,
de um programa sobre receitas horríveis,
have even thought of that.
teria pensado naquilo.
approach is taken too far?
só nos valores revelados for muito longe?
from making people happy,
em deixar as pessoas alegres.
and watch a show like "Nailed It!"
e assistir a um programa como "Nailed It!"
to watch very intensive film.
querem ver filmes bem intensos.
foi indicado ao Oscar,
20 million hours of viewing on "Mudbound,"
de visualizações de "Mudbound",
than it would have been in the theaters
but we have lots of broccoli.
mas temos muitas verduras.
you get to a healthy diet.
você tem uma dieta saudável.
tend to point you away from the broccoli
afastarem você das verduras
se não tomar cuidado?
sobre como os algoritmos do YouTube,
on YouTube, somehow algorithms
more radical or specific content.
a conteúdos mais radicais ou específicos.
that Netflix algorithms,
que os algoritmos do Netflix,
would gradually --
iriam gradualmente...
violent pornography or something.
pornografia violenta ou algo assim.
I don't even think about these things.
nem penso nessas coisas.
that you can't just rely on algorithms.
não se pode confiar nos algoritmos.
e do que apresentamos,
diferente do Facebook e YouTube,
like Facebook and YouTube,
de questões mais fáceis:
films and series that we acquire?
e séries que adquirimos?
the algorithm is a tool.
o algoritmo é uma ferramenta.
about measuring what matters.
recentemente sobre medir o que importa.
o que importa, eu presumo,
o número de assinantes.
the more time they spend watching Netflix,
por assistirem ao Netflix por mais tempo,
de "Nailed It!" ou algo assim?
of "Nailed It!" or whatever?
they just think,
that was extraordinary,
that with my family."
a isso com minha família".
of the business model
but more awesome content,
mas mais conteúdo impressionante,
that uplifting content.
conteúdo inspirador.
when people talk about Netflix,
quando falam sobre o Netflix,
and positive impact,
that you talked about
de assinantes que você citou,
every night, as much as you like it;
todas as noites, por mais que goste;
violent pornography kind of examples.
para a violência pornográfica.
across a whole range --
em um amplo espectro...
we're filming season five now.
a quinta temporada.
when it was only in the BBC.
quando estava só na BBC.
humans can get addicted
podem ficar viciadas em seus anjos
not to think about it in addiction terms,
não pensar em termos de vício,
with your time and when you want to relax?
e quando quiser relaxar?
video games, you can do YouTube,
assistir vídeos no YouTube,
and we have a variety of moods,
e tivermos uma variedade de estilos,
in the organization
at the actual impacts
that you've created.
que vocês criaram.
que é nessa direção que queremos ir?"
is the direction we want to go?"
"Look, there's no perfect tool."
"Veja, não há ferramenta perfeita".
the way we commission the content,
a forma como contratamos o conteúdo,
that we have to look at it.
para ele de várias formas.
"Let's just increase viewing"
o número de visualizações
and be the great company you want to be.
e nos tornarmos a empresa que queremos.
multiple measures of success.
medidas de sucesso.
that have raised questions:
surgiram algumas questões:
you've done some mentoring for him.
para o Mark Zuckerberg...
that people don't know?
sobre Mark Zuckerberg que não sabemos?
or have seen him.
o conhecem ou já o viram.
um ser humano fantástico.
whether that's YouTube or Facebook,
seja YouTube ou Facebook,
tentando crescer rapidamente.
about printed DNA,
falando sobre DNA impresso,
or could be horrific.
ou pode ser horrível.
in the 1960s in the US,
nos EUA na década de 1960,
the minds of everybody.
iria deteriorar a mente de todos.
or, I think of it as --
ou eu penso nisso como:
têm prós e contras.
we're just figuring that out.
estamos recém entendendo isso.
is it for the board of Facebook
para a diretoria do Facebook,
algumas dessas questões?
unfairly criticized?
de forma totalmente injusta?
on fixing Facebook.
de corrigir o Facebook.
at another passion of yours.
sobre outra paixão sua.
with Netflix, you're a billionaire,
com a Netflix, você é um bilionário,
and indeed, money, on education.
dinheiro, em educação.
e o que está fazendo em relação a ela?
and what are you doing about it?
de matemática no ensino médio.
I was a high school math teacher.
and became a philanthropist,
e me tornei um filantropo,
with other great educators
com outros educadores
unique environments for kids.
únicos para as crianças.
variety in the system
no sistema educacional, do que temos,
educator-centric organizations.
centradas nos educadores.
right now in the US,
by a local school board.
tem uma diretoria local.
in the community,
todas as necessidades da comunidade,
is a lot more variety.
é de muito mais variedade.
of public school
um modelo de escola pública
that are run by nonprofits.
dirigida por ONGs.
run by nonprofits,
they support the educators well.
dando suporte aos educadores.
getting very stimulating education.
recebendo uma educação muito estimulante.
a school should look like.
de como uma escola deveria ser.
kids, there's all different needs
tipo de necessidade precisa ser atendida,
com seu filho e com o que ele precisa.
and what you think they need.
no educador e interessantes, estimulantes,
and curious and stimulating
of 30 kids in fifth grade,
at the same time,
a mesma coisa ao mesmo tempo,
an industrial throwback.
the current government structure,
estrutura de governo,
schools are doing is pushing the bounds,
e sem fins lucrativos estão fazendo
experimentarem novas coisas.
the governance reform,
lucrativos como uma reforma de governo
that charter schools,
que as escolas charter,
from the public school system.
do sistema de escolas públicas.
of public schools.
de escolas públicas.
para as charters como um todo,
get in trouble,
se meter em problemas,
to a private school
don't have those choices.
em geral não têm essas escolhas.
low-income kids, free and reduced lunch.
com almoço de graça ou subsidiado.
for KIPP is fantastic.
entrando na faculdade é fantástico.
the Giving Pledge a few years ago,
você assinou o "Giving Pledge",
more than half of your fortune
mais da metade da sua fortuna
quanto você investiu em educação
you've invested in education
I don't know exactly how many hundreds,
algumas centenas de milhões de dólares,
I tried to do politics full-time,
tentei me dedicar à política,
I just didn't thrive on politics.
eu não me dou bem na política.
increase Netflix's value,
aumentar o valor da Netflix,
more checks to schools.
mais cheques para as escolas.
you've changed all of our lives
você transformou nossa vida
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