Reed Hastings: How Netflix changed entertainment -- and where it's headed
Рид Хастингс: Как компания Netflix изменила индустрию развлечений и куда она движется
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
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so fascinated and amazed
поражаюсь и восхищаюсь
I think about six years ago.
примерно шесть лет назад.
was doing really well,
себя чувствовала,
с Уолл Стрит, что был прав,
that you were right
away from just sending people DVDs,
с отправки DVD-дисков по почте
and healthy growth rates,
и хорошие темпы роста,
really, a bet-the-company decision.
судьбоносного решения.
and what motivated it?
и что тебя к этому подтолкнуло?
cable networks from all time
their own originals.
собственных фильмов.
for quite a while.
original content back in 2005,
в сторону съёмок в 2005 году,
and buying films at Sundance --
фильмы на фестивале Сандэнс.
we published on DVD --
мы выпустили на DVD —
because we were subscale.
так как у нас не было размаха.
отвечающий за контент,
who runs content,
it was 100 million dollars,
100 миллионов долларов,
за который он тут же зацепился.
that he picked right upfront.
от выручки компании
of the revenue of the company
что на это стоило пойти?
that that was actually worth doing?
devastating for the company.
В этом и есть вся загвоздка.
I mean, that's the whole tension of it.
Я не могу этого произнести.
I can't say that.
producing new content.
if I understand right,
эпизодов и нарастим интерес»,
these episodes and build excitement" --
не тестировался ранее.
hadn't really been tested.
we had grown up shipping DVDs.
box sets, on DVD.
просмотра лучшего контента от HBO,
watching some of the great HBO content
одного эпизода за другим.
next episode, next episode.
to make us think,
особенно в случае сериалов,
especially serialized,
иметь все эпизоды сразу.
all the episodes at once.
that linear TV can't do.
made it really positive.
pretty much straight away,
"House of Cards," say,
«Карточного домика»
someone else's licensed content?
лицензионного контента?
нам это не нужно мониторить.
we don't have to track it at that level.
making the brand stronger,
захотели присоединиться.
would talk about it
сериал производства AMC —
great show, AMC show --
эти замечательные сериалы:
all these other remarkable series,
«Оранжевый — хит сезона», «Корона»,
"Orange is the New Black," "The Crown,"
вы собираетесь вложить,
to make in new content
долларов по всему миру.
around the world.
много отличных сериалов.
on other networks.
это гораздо больше,
контент-провайдера на данный момент?
content commissioner at this point?
they're even bigger.
они станут ещё больше.
и других в медиабизнесе,
and others in the media business,
революцию в бизнесе.
really revolutionized the business.
однажды сказали:
was as big as Disney.
достигли масштабов Disney.
have happened, and yet it did.
но она всё же произошла.
он быстро меняется.
it moves fast, you know?
с огромной скоростью.
необычное в культуре Netflix,
unusual about Netflix's culture
смелые — не скажу «безумные» —
bold -- I won't say "reckless" --
что мы начинали с DVD
which is we were born on DVD,
was going to be temporary.
рассылать диски 100 лет.
mailing discs for 100 years.
а что же дальше?
about what's coming next,
about what's coming next.
и ответственности.
and responsibility.
можно меньше решений за квартал.
as possible in a quarter.
and better at that.
I can go a whole quarter
о ваших сотрудниках.
surprising things about your people.
если сравнивать с другими,
compared to your peers',
на аналогичных позициях.
for equivalent jobs.
the Netflix culture deck,
для работников Netflix,
наставлений вашим сотрудникам.
admonitions to your employees.
мы были одержимы процессом.
we were very process obsessed.
didn't happen again --
обезопасить себя от неумёх.
to dummy-proof the system.
only dummies wanted to work there.
и хотели у нас работать.
in that case, it was C++ to Java.
в этом случае от C++ к Java.
крупнейшим конкурентом.
by our largest competitor.
на том, как отойти от модели конвейера
on how to run with no process
all these mechanisms,
at how much information --
количеством информации —
ты знаешь, как они всё разделяют?
you know how they compartmentalize?
доступ ко всей информации.
everybody gets all the information.
в людях ответственность
a sense of responsibility in people
которые происходят постоянно,
that are made all the time,
which is great.
и это великолепно.
и читаешь о них в интернете.
and read them on the internet.
самим назначать себе отпуск, и...
their own vacation time, and ...
это чисто символически,
symbolic one, vacation,
для большинства людей.
do that, anyway.
of that freedom.
as a fundamental value.
фундаментальную ценность.
говорили правду.
to speak the truth.
значит предавать».
silently is disloyal."
go through without saying your piece,
чтобы каждый по его поводу высказался,
на получении стóящих решений
on trying to get to good decisions
напряжёнными, не кричим друг на друга —
like yelling at each other --
drawing people out.
одно секретное оружие,
secret weapon at Netflix, it seems,
слышали на этой неделе.
a certain amount about this week.
really surprising stances
algorithms at Netflix.
умных алгоритмов в Netflix.
доступ к своему алгоритму
your algorithm to the world
than this recommendation we've got?
написать рекомендации лучше?
был на 10 % лучше, чем ваш.
better than yours.
Ты бы это повторил?
Would you do that again?
в то время — шёл 2007 год.
at the time; this was about 2007.
a lucky break of good timing,
в подходящее время,
on the algorithms,
до нужных людей
to the right people
и просто в нём искать.
and easy to explore.
like a really interesting shift,
интересный переход
«Вот 10 фильмов. Что вы думаете?
"Here are 10 movies. What do you think?
are your best movies?"
фильмы с рекомендациями.
with recommendations for what was coming.
«Списку Шиндлера»,
"Schindler's List" five stars,
«Всё по-новому» Адама Сэндлера.
"The Do-Over" three stars.
их список просмотренного,
at what they watched,
с Адамом Сэндлером.
метапознаний о качестве мы оцениваем
and we're metacognitive about quality,
to please people
that they make,
by how much they enjoy simple pleasures.
от чего они просто получают удовольствие.
for a couple of minutes about this,
не только в Netflix,
not just for Netflix,
что люди говорили,
attention to what people said,
и обнаруживал вещи вроде:
and then found the stuff that,
что полюблю шоу об ужасных рецептах
a show about making horrible recipes,
have even thought of that.
и не подумал об этом.
approach is taken too far?
зайдёт слишком далеко?
делаем людей счастливыми.
from making people happy,
and watch a show like "Nailed It!"
и посмотреть шоу типа «Nailed It!».
более содержательные фильмы.
to watch very intensive film.
номинирован на Оскар —
просмотра «Фермы "Мадбаунд"»,
20 million hours of viewing on "Mudbound,"
чем просто в кинотеатрах
than it would have been in the theaters
but we have lots of broccoli.
то получишь здоровую диету.
you get to a healthy diet.
tend to point you away from the broccoli
on YouTube, somehow algorithms
радикального или специфического контента.
more radical or specific content.
that Netflix algorithms,
могут постепенно...
would gradually --
violent pornography or something.
жёсткую порнографию или ещё что-то.
я даже не думаю о таких вещах.
I don't even think about these things.
нельзя полагаться только на алгоритмы.
that you can't just rely on algorithms.
и того, что мы доносим,
like Facebook and YouTube,
и сериалы нам приобретать?
films and series that we acquire?
the algorithm is a tool.
об измерении того, что важно.
about measuring what matters.
the more time they spend watching Netflix,
только время, проведённое на Netflix,
столько времени,
of "Nailed It!" or whatever?
всего сезона «Nailed It!»?
they just think,
that was extraordinary,
that with my family."
of the business model
но он более качественный
but more awesome content,
этот возвышающий контент.
that uplifting content.
when people talk about Netflix,
которые их тронули:
and positive impact,
that you talked about
и незабываемых сериалов.
every night, as much as you like it;
каждый вечер, даже если очень нравится;
violent pornography kind of examples.
которую ты привёл в пример.
просмотры по всему спектру:
across a whole range --
мы снимаем сейчас пятый сезон.
we're filming season five now.
когда был только на BBC.
when it was only in the BBC.
что люди могут пристраститься
humans can get addicted
not to think about it in addiction terms,
with your time and when you want to relax?
и когда ты хочешь отдохнуть?
поиграть в видеоигры, посмотреть YouTube
video games, you can do YouTube,
and we have a variety of moods,
и подходим для любого настроения,
in the organization
at the actual impacts
that you've created.
is the direction we want to go?"
нужно это направление?»
"Look, there's no perfect tool."
«Нет идеального инструмента».
the way we commission the content,
как мы вводим контент,
которыми нужно пользоваться.
that we have to look at it.
«Давайте увеличим количество просмотров»
"Let's just increase viewing"
and be the great company you want to be.
и стать большой компанией.
измерениями успеха.
multiple measures of success.
вызвавших вопросы:
that have raised questions:
you've done some mentoring for him.
Марка Цукерберга.
того, что люди ещё не знают?
that people don't know?
or have seen him.
whether that's YouTube or Facebook,
как YouTube или Facebook,
about printed DNA,
а может и ужасающе.
or could be horrific.
in the 1960s in the US,
популярным в 1960 годах в США,
the minds of everybody.
or, I think of it as --
то есть я так думаю, —
свои плюсы и минусы.
нам это становится ясно.
we're just figuring that out.
в совете Facebook
is it for the board of Facebook
несправедливо критикуют?
unfairly criticized?
on fixing Facebook.
по исправлению Facebook.
at another passion of yours.
об одном твоём увлечении.
with Netflix, you're a billionaire,
and indeed, money, on education.
конечно же, денег на образование.
и что именно ты делаешь?
and what are you doing about it?
учителем математики в школе.
I was a high school math teacher.
и стал филантропом,
and became a philanthropist,
прекрасными учителями
with other great educators
unique environments for kids.
разнообразия в системе,
variety in the system
educator-centric organizations.
направленных на педагогов.
right now in the US,
by a local school board.
местный школьный совет.
нуждам местного сообщества,
in the community,
is a lot more variety.
of public school
некоммерческими организациями.
that are run by nonprofits.
run by nonprofits,
некоммерческие организации,
they support the educators well.
они поддерживают своих педагогов.
getting very stimulating education.
хорошее образование.
a school should look like.
kids, there's all different needs
ребёнка различные нужды,
и его потребности.
and what you think they need.
любознательности, жажды познания
and curious and stimulating
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
государственной структуре
the current government structure,
schools are doing is pushing the bounds,
школы раздвигают границы,
the governance reform,
что чартерные школы —
that charter schools,
государственных школ.
from the public school system.
of public schools.
государственных школ.
чартерные школы в общем,
get in trouble,
попадёт в неприятность,
to a private school
нет таких возможностей.
don't have those choices.
бесплатные или дешёвые обеды.
low-income kids, free and reduced lunch.
поступают в колледжи.
for KIPP is fantastic.
подписал Клятву дарения,
the Giving Pledge a few years ago,
половины своего состояния
more than half of your fortune
ты уже инвестировал в образование
you've invested in education
I don't know exactly how many hundreds,
не знаю сколько точно,
я пытался заняться политикой,
I tried to do politics full-time,
но не смог преуспеть в политике.
I just didn't thrive on politics.
для увеличения ценности Netflix,
increase Netflix's value,
больше чеков в школы.
more checks to schools.
you've changed all of our lives
ты изменил наши жизни
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