Reed Hastings: How Netflix changed entertainment -- and where it's headed
里德 · 哈斯廷斯: 奈飞(Netflix)如何改变娱乐行业——以及未来它将驶向何方
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
一直以来,奈飞在许多方面
I think about six years ago.
was doing really well,
that you were right
away from just sending people DVDs,
和健康的增长率,
and healthy growth rates,
really, a bet-the-company decision.
and what motivated it?
cable networks from all time
所有有线电视网络公司都是
their own originals.
for quite a while.
original content back in 2005,
and buying films at Sundance --
还在圣丹斯电影节上购买电影——
we published on DVD --
我们发行了DVD——
because we were subscale.
who runs content,
it was 100 million dollars,
that he picked right upfront.
of the revenue of the company
that that was actually worth doing?
devastating for the company.
I mean, that's the whole tension of it.
我意思是我们全都提心吊胆的。
I can't say that.
producing new content.
if I understand right,
these episodes and build excitement" --
hadn't really been tested.
we had grown up shipping DVDs.
box sets, on DVD.
watching some of the great HBO content
某些HBO好剧的那种体验,
next episode, next episode.
to make us think,
especially serialized,
all the episodes at once.
that linear TV can't do.
made it really positive.
pretty much straight away,
"House of Cards," say,
someone else's licensed content?
we don't have to track it at that level.
我们不需要这样去监测数据。
making the brand stronger,
would talk about it
great show, AMC show --
大剧,AMC剧——
all these other remarkable series,
所有这些很棒的电视剧,
"Orange is the New Black," "The Crown,"
《女子监狱》,《王冠》,
to make in new content
around the world.
on other networks.
content commissioner at this point?
任何内容公司都要高很多了?
they're even bigger.
福克斯,他们会更多一些。
and others in the media business,
从巴里 · 迪勒斯和其他媒体公司,
really revolutionized the business.
并彻底改变了这个行业。
was as big as Disney.
就像迪斯尼一样大了。
have happened, and yet it did.
不可能发生,但的确发生了。
it moves fast, you know?
它变化太快,对吧?
unusual about Netflix's culture
bold -- I won't say "reckless" --
我们虽然以DVD起家,
which is we were born on DVD,
was going to be temporary.
一直就这么邮寄光碟。
mailing discs for 100 years.
about what's coming next,
about what's coming next.
and responsibility.
尽可能少做决定而感到自豪。
as possible in a quarter.
and better at that.
I can go a whole quarter
surprising things about your people.
体现了一些让人惊讶的事实。
compared to your peers',
for equivalent jobs.
the Netflix culture deck,
admonitions to your employees.
we were very process obsessed.
didn't happen again --
to dummy-proof the system.
only dummies wanted to work there.
in that case, it was C++ to Java.
那时是C++向Java转变。
by our largest competitor.
on how to run with no process
如何在没有流程的情况下运行,
all these mechanisms,
at how much information --
能看到这么多信息很震惊——
you know how they compartmentalize?
你知道他们是如何相互隔离的?
everybody gets all the information.
每个人都可以获得所有信息。
a sense of responsibility in people
that are made all the time,
which is great.
and read them on the internet.
才看到这些决策。
their own vacation time, and ...
安排休假时间,还有…
symbolic one, vacation,
do that, anyway.
of that freedom.
as a fundamental value.
to speak the truth.
silently is disloyal."
go through without saying your piece,
on trying to get to good decisions
like yelling at each other --
drawing people out.
让人们主动开始表达。
secret weapon at Netflix, it seems,
a certain amount about this week.
really surprising stances
algorithms at Netflix.
your algorithm to the world
than this recommendation we've got?
做得比我们这个更好?
better than yours.
你还会不会再做一次?
Would you do that again?
极其兴奋,那是2007年。
at the time; this was about 2007.
我们还没再那样做过。
a lucky break of good timing,
on the algorithms,
to the right people
and easy to explore.
like a really interesting shift,
几年前看起来的确是一个
"Here are 10 movies. What do you think?
“这10部电影,你觉得怎么样?
are your best movies?"
with recommendations for what was coming.
即将推出的电影匹配。
"Schindler's List" five stars,
"The Do-Over" three stars.
《假死新人生》打3分。
at what they watched,
and we're metacognitive about quality,
对评分质量有后设认知,
to please people
that they make,
by how much they enjoy simple pleasures.
显示出了他们真正的偏好。
for a couple of minutes about this,
not just for Netflix,
attention to what people said,
and then found the stuff that,
a show about making horrible recipes,
一个制作可怕食谱的节目,
have even thought of that.
没想过要看这种节目。
approach is taken too far?
方法被过分地利用?
from making people happy,
获得了很多乐趣,
and watch a show like "Nailed It!"
像《妙厨大考验》那样的节目。
to watch very intensive film.
20 million hours of viewing on "Mudbound,"
已超过2千万小时,
than it would have been in the theaters
but we have lots of broccoli.
但也有很多西兰花(积极健康的内容)。
you get to a healthy diet.
tend to point you away from the broccoli
时候把你从花椰菜引开,
on YouTube, somehow algorithms
more radical or specific content.
或更特定的内容。
that Netflix algorithms,
would gradually --
violent pornography or something.
I don't even think about these things.
都没想过这些事情。
that you can't just rely on algorithms.
你不能只是依赖算法。
like Facebook and YouTube,
那样的平台不同,
films and series that we acquire?
伟大电影和剧集是什么?
the algorithm is a tool.
about measuring what matters.
谈到了衡量什么是重要的。
增加付费订阅用户,
the more time they spend watching Netflix,
全靠用户花更多时间观看吗,
《妙厨大考验》或其他节目
of "Nailed It!" or whatever?
they just think,
that was extraordinary,
that with my family."
of the business model
but more awesome content,
that uplifting content.
when people talk about Netflix,
and positive impact,
that you talked about
every night, as much as you like it;
不管你有多喜欢;
violent pornography kind of examples.
across a whole range --
都有很不错的观看量,
we're filming season five now.
when it was only in the BBC.
humans can get addicted
not to think about it in addiction terms,
上瘾这个词来看待这件事,
with your time and when you want to relax?
利用你的时间呢?
video games, you can do YouTube,
视频游戏、可以看YouTube,
and we have a variety of moods,
让人们在情绪上产生共鸣的节目,
in the organization
at the actual impacts
that you've created.
is the direction we want to go?"
"Look, there's no perfect tool."
并没有完美的工具。
the way we commission the content,
我们委托内容的方式,
that we have to look at it.
去看待这个问题。
"Let's just increase viewing"
and be the great company you want to be.
所期待的那种伟大的公司。
multiple measures of success.
成功的多重衡量标准。
that have raised questions:
you've done some mentoring for him.
你为他做过一些指导。
that people don't know?
知道哪些人们所不知道的吗?
or have seen him.
都知道他或见过他。
whether that's YouTube or Facebook,
不管是Youtube还是Facebook,
about printed DNA,
or could be horrific.
也有可能特别可怕。
in the 1960s in the US,
the minds of everybody.
or, I think of it as --
we're just figuring that out.
is it for the board of Facebook
去真正解决一些这类的问题
unfairly criticized?
on fixing Facebook.
at another passion of yours.
with Netflix, you're a billionaire,
已经成了亿万富翁,
and indeed, money, on education.
你具体是怎么做的?
and what are you doing about it?
我是一名高中数学教师。
I was a high school math teacher.
and became a philanthropist,
with other great educators
伟大的教育工作者合作,
unique environments for kids.
variety in the system
educator-centric organizations.
right now in the US,
by a local school board.
学校董事会管理的。
in the community,
is a lot more variety.
of public school
that are run by nonprofits.
run by nonprofits,
they support the educators well.
对教育工作者的支持也更有效。
getting very stimulating education.
非常有启迪的教育。
a school should look like.
学校应该是什么样的。
kids, there's all different needs
就有多少种不同需求
and what you think they need.
你认为孩子需要什么。
有好奇心和启发性,
and curious and stimulating
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
the current government structure,
schools are doing is pushing the bounds,
正在做的是突破边界,
the governance reform,
that charter schools,
from the public school system.
of public schools.
get in trouble,
to a private school
don't have those choices.
low-income kids, free and reduced lunch.
学校提供免费午餐和低价午餐。
for KIPP is fantastic.
the Giving Pledge a few years ago,
more than half of your fortune
you've invested in education
I don't know exactly how many hundreds,
我也不知道确切的数字,
I tried to do politics full-time,
试过做全职的政治工作,
I just didn't thrive on politics.
政治上,我并没有如鱼得水的感觉。
increase Netflix's value,
more checks to schools.
you've changed all of our lives
你改变了我们所有人,
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