Reed Hastings: How Netflix changed entertainment -- and where it's headed
里德哈斯廷斯: 網飛如何改變娛樂以及它未來的方向
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
網飛的許多面向都讓我
I think about six years ago.
是大約六年前發生的。
was doing really well,
就是串流服務,
電影和電視節目。
that you were right
away from just sending people DVDs,
不再只是把 DVD 寄給客人,
and healthy growth rates,
成長率也很健康,
really, a bet-the-company decision.
賭上了公司的決策。
and what motivated it?
以及背後的動機?
cable networks from all time
各時期的有線網路
their own originals.
for quite a while.
已經有一段時間了。
original content back in 2005,
曾試著要去做原創內容,
and buying films at Sundance --
並從日舞影展購買電影——
we published on DVD --
《雪莉寶貝》DVD ——
because we were subscale.
who runs content,
夥伴泰德薩蘭多斯
it was 100 million dollars,
that he picked right upfront.
of the revenue of the company
that that was actually worth doing?
認為那是值得做的?
devastating for the company.
I mean, that's the whole tension of it.
我是指,我們非常有壓力。
I can't say that.
不能說髒話。
producing new content.
就不只是製作新內容了。
if I understand right,
these episodes and build excitement" --
這麼多集,建立興奮感」,而是
hadn't really been tested.
其實還沒有被測試過。
we had grown up shipping DVDs.
box sets, on DVD.
watching some of the great HBO content
看很棒的 HBO 節目,
next episode, next episode.
to make us think,
especially serialized,
內容,特別是影集,
all the episodes at once.
that linear TV can't do.
made it really positive.
十分看好這個想法。
pretty much straight away,
馬上就如預期,
"House of Cards," say,
someone else's licensed content?
其他人的授權內容?
we don't have to track it at that level.
無法追蹤到那個層級的資訊。
making the brand stronger,
would talk about it
great show, AMC show --
很棒的節目,AMC 的節目,
all these other remarkable series,
許多其他很棒的影集,
"Orange is the New Black," "The Crown,"
《勁爆女子監獄》、《王冠》、
to make in new content
around the world.
on other networks.
content commissioner at this point?
其他的內容委託公司都還要高?
they're even bigger.
and others in the media business,
以及媒體業的其他人來說,
really revolutionized the business.
改革了這個產業。
was as big as Disney.
它就和迪士尼一樣大了。
have happened, and yet it did.
本不可能發生,卻真的發生了。
it moves fast, you know?
就是它改變很快,對吧?
unusual about Netflix's culture
一定有什麼不尋常之處,
bold -- I won't say "reckless" --
我不會說「魯莽」——
which is we were born on DVD,
那就是,我們從 DVD 起家,
was going to be temporary.
一百年的光碟寄送。
mailing discs for 100 years.
about what's coming next,
不斷想接下來會是什麼,
about what's coming next.
and responsibility.
as possible in a quarter.
我每一季都盡可能做少一點決策。
and better at that.
I can go a whole quarter
surprising things about your people.
非常讓人驚艷之處。
compared to your peers',
基本上,網飛的員工
for equivalent jobs.
the Netflix culture deck,
搜尋「網飛文化集」,
admonitions to your employees.
忠告清單,還蠻讓人驚訝的。
we were very process obsessed.
對流程非常著迷。
didn't happen again --
to dummy-proof the system.
only dummies wanted to work there.
才會想在那裡工作。
in that case, it was C++ to Java.
在這種情況下,是從 C++ 變成 java。
by our largest competitor.
on how to run with no process
要如何不用流程來經營,
all these mechanisms,
at how much information --
讓大家感到吃驚——
you know how they compartmentalize?
你知道他們如何做劃分嗎?
everybody gets all the information.
每個人都有所有的資訊。
a sense of responsibility in people
that are made all the time,
都有重大決策被做出來,
which is great.
and read them on the internet.
上網才看到這些決策。
their own vacation time, and ...
symbolic one, vacation,
do that, anyway.
of that freedom.
在那方面有更多自由。
as a fundamental value.
把勇氣當作基本價值。
to speak the truth.
大家都能說實話。
silently is disloyal."
就是不忠的表現。」
go through without saying your piece,
或沒寫下來,就讓決策通過,
on trying to get to good decisions
大家常在做的辯論方式
like yelling at each other --
太劇烈,比如彼此叫囂——
drawing people out.
secret weapon at Netflix, it seems,
還有另一項秘密武器,
a certain amount about this week.
really surprising stances
algorithms at Netflix.
your algorithm to the world
than this recommendation we've got?
有人能做得比它更好嗎?
better than yours.
Would you do that again?
你會再做一次嗎?
at the time; this was about 2007.
那時大約是 2007 年。
非常專門化的工具。
a lucky break of good timing,
運氣很好碰到好時機,
on the algorithms,
to the right people
and easy to explore.
like a really interesting shift,
十部電影。你們覺得如何?
"Here are 10 movies. What do you think?
are your best movies?"
最棒的電影?」
with recommendations for what was coming.
要推出的電影比對來做出推薦。
"Schindler's List" five stars,
"The Do-Over" three stars.
《假死新人生》三顆星。
at what they watched,
他們會看什麼電影時,
and we're metacognitive about quality,
我們對於品質有後設認知,
to please people
更好的方法是
that they make,
by how much they enjoy simple pleasures.
所顯露出來的偏好。
for a couple of minutes about this,
花幾分鐘談談這一點,
not just for Netflix,
不只是對網飛而言,
attention to what people said,
and then found the stuff that,
找到東西,讓他們:
a show about making horrible recipes,
我會喜歡那個做出恐怖食譜的節目
have even thought of that.
我完全沒有預期到。
approach is taken too far?
這種方法用得太過頭了?
from making people happy,
and watch a show like "Nailed It!"
看個像《Nailed It!》這樣的節目。
to watch very intensive film.
看非常有張力的電影。
20 million hours of viewing on "Mudbound,"
than it would have been in the theaters
發行方式能得到的觀看時數
but we have lots of broccoli.
但我們有很多花椰菜。
you get to a healthy diet.
就能有很健康的飲食。
tend to point you away from the broccoli
引導你遠離花椰菜,
on YouTube, somehow algorithms
只要演算法比較聰明,
more radical or specific content.
更極端或明確的內容。
that Netflix algorithms,
如果網飛的演算法
would gradually --
就會漸漸地——
violent pornography or something.
在看暴力色情片之類的。
I don't even think about these things.
我甚至不會去想這些東西。
that you can't just rely on algorithms.
不能只依靠演算法。
like Facebook and YouTube,
films and series that we acquire?
好電影和影集是什麼?
the algorithm is a tool.
about measuring what matters.
剛剛談到要衡量重要的東西。
那是你獨一無二的優勢。
the more time they spend watching Netflix,
花更多時間看網飛嗎?
of "Nailed It!" or whatever?
they just think,
他們會想:
that was extraordinary,
that with my family."
of the business model
but more awesome content,
that uplifting content.
when people talk about Netflix,
當大家在談論網飛時,
and positive impact,
that you talked about
every night, as much as you like it;
不論你有多喜歡它;
這個狀況,比如,
violent pornography kind of examples.
across a whole range --
各種節目的觀看率都很高——
we're filming season five now.
when it was only in the BBC.
推得很辛苦。
humans can get addicted
人們的良善和劣根性
not to think about it in addiction terms,
上癮的角度來想這件事,
with your time and when you want to relax?
video games, you can do YouTube,
看 YouTube,
and we have a variety of moods,
我們就能提供各種心情的節目,
in the organization
at the actual impacts
這些出色的演算法
that you've created.
is the direction we want to go?"
想要走的方向嗎?」
"Look, there's no perfect tool."
「聽著,沒有完美的工具。」
the way we commission the content,
我們委託製作內容的方式,
that we have to look at it.
不同的方式來看它。
"Let's just increase viewing"
「咱們來提高觀看率」
and be the great company you want to be.
並成為你所希望的好公司。
multiple measures of success.
對成功有多種的衡量方式。
that have raised questions:
you've done some mentoring for him.
你給過他一些指導。
that people don't know?
不知道但應該要知道的事?
or have seen him.
都認識他且見過他。
whether that's YouTube or Facebook,
不論是 YouTube 或臉書,
被用在這方面。
about printed DNA,
還在談印 DNA,
or could be horrific.
in the 1960s in the US,
剛開始在美國流行時,
the minds of everybody.
or, I think of it as --
或說,我是這樣看它的——
we're just figuring that out.
我們還正在參透這一點。
is it for the board of Facebook
在優先順序的考量上,
unfairly criticized?
on fixing Facebook.
at another passion of yours.
你的另一項熱忱。
with Netflix, you're a billionaire,
你是億萬富翁了,
and indeed, money, on education.
和金錢在教育上。
and what are you doing about it?
你針對它做了些什麼?
I was a high school math teacher.
我是高中的數學老師。
and became a philanthropist,
從商並成為慈善家,
with other great educators
很棒的教育家合作,
unique environments for kids.
variety in the system
我們需要更高的多樣性,
educator-centric organizations.
為中心的組織。
right now in the US,
現在在美國,
by a local school board.
學校董事會來經營。
in the community,
is a lot more variety.
是更高的多樣性。
of public school
有一種公立學校的形式
that are run by nonprofits.
由非營利機構來營運。
run by nonprofits,
they support the educators well.
它們也能支持教育家。
getting very stimulating education.
非常有激發性的教育。
a school should look like.
應該要是什麼樣子的?
kids, there's all different needs
會有不同的需求
and what you think they need.
孩子需要什麼來選擇。
and curious and stimulating
有好奇心,有激發性,
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
the current government structure,
要改變那狀況
schools are doing is pushing the bounds,
在做的,就是將邊界向外推,
the governance reform,
that charter schools,
一些批評說特許學校,
from the public school system.
of public schools.
有各式各樣的公立學校。
get in trouble,
to a private school
送到私立學校去,
don't have those choices.
並沒有這些選擇。
low-income kids, free and reduced lunch.
孩子,午餐是免費或有折扣的。
for KIPP is fantastic.
the Giving Pledge a few years ago,
「財富捐贈誓言」,
more than half of your fortune
you've invested in education
過去幾年間你在教育上
I don't know exactly how many hundreds,
我不知道明確的數字,
I tried to do politics full-time,
我試著要全職做政治,
I just didn't thrive on politics.
但我在政治上真的難有所成。
increase Netflix's value,
是要增加網飛的價值,
more checks to schools.
you've changed all of our lives
你改變了我們大家的生活,
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