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Ayi, Reed Hastings sawopa mawu akulu. Woyambitsa Netflix amasiya mosakayikira m'malingaliro ake omwe amadziona yekha ndi bizinesi yake atasokonezedwa ndi kupambana: "Homer, olemba ndakatulo akale, Shakespeare," amakonda kusangalala, "Onse anali olemba nthano! zambiri zokhudza "chozizwitsa cha Televizioni", cha "Revolution", olemba masewera akuluakulu. Shakespeare. Chozizwitsa. Revolution. Pansipa iwo satero pa Netflix.
Ndipo n'chifukwa chiyani ayenera? Mpainiya wa akukhamukira sichinasokoneze ntchito yapadziko lonse ya zosangalatsa? Kodi mndandanda wa glossy ndi chikhalidwe chofunikira kwambiri chazaka za zana la XNUMX? Kodi Hastings sanasinthe kampani yake yaying'ono yobwereketsa ma DVD kukhala malo opangira zikhalidwe zapadziko lonse lapansi zomwe zidagwedeza Hollywood ndi ma TV akale?
kanema
akukhamukira wokonda nyengo: ndizotheka?
Ntchito za akukhamukira zama digito monga Netflix amapanga CO₂ yambiri. Ndi zidule zosavuta izi, ndi akukhamukira siyenera kukhala ndege yatsopano. © RND
Theka la dziko lapansi linali litagona pa kama
Kumayambiriro kwa 2020, Netflix adawonedwabe ngati wopambana kwambiri pamavuto a corona pambali pa Amazon: theka la dziko lapansi linali litagona pa sofa ndikulakalaka zosangalatsa. Utumiki wa akukhamukira anali ndi makasitomala atsopano 15,8 miliyoni mgawo loyamba la 2020 - mbiri. Pofika kumapeto kwa chaka, kampani yochokera ku Hastings idadutsa 200 miliyoni olembetsa. Mndandanda ngati "Korona", "The Queen's Gambit" kapena "Umbrella Academy" adawonedwa ngati katemera wamphamvu woletsa kukhumudwa kukhala m'ndende, anali operekera moyo wamavuto.
Katemera wotsutsana ndi kutsekeredwa m'ndende: Mu Novembala 2020, nyengo 3 ya "Korona" idayamba pa Netflix. © Gwero: Sophie Mutevelian, Netflix
Koma boom yatha. Netflix tsopano ikuvutikanso ndi vuto lalikulu la corona: ndi makasitomala atsopano ochepera mamiliyoni anayi okha omwe angakopeke kotala loyamba la chaka chino - zochepa kwambiri kuposa momwe amayembekezera komanso pafupifupi 12 miliyoni poyerekeza ndi nthawi yomweyi chaka chimodzi chapitacho. Ogawana nawo amadana ndi zokhumudwitsa: Mtengo wagawo wa Netflix watsika ndi 10%. Ofufuza oyambirira aku US akunong'oneza kuti Netflix yafika pang'onopang'ono, makamaka pamsika waku US. Gulu la Hastings lakweza mitengo ndikuwongolera maakaunti omwe amagawana nawo, zomwe zimawonongeranso makasitomala malinga ndi manambala. Pambuyo pazaka zambiri zamafuta ndikukula kophulika, ntchito ya akukhamukira kufika pazovuta za mlingo. Koma osati chifukwa cha Corona. Pali zifukwa zingapo zavuto la Netflix:
Vuto loyamba: mndandanda watsopano wabwino uli kuti?
Zomwezo zimapitanso kwa mankhwala onse: ngati mukufuna kuti mukhale ndi zotsatira zofanana, muyenera kuwonjezera mlingo. Ndipo mosalekeza. Sizosiyana ndi kuledzera kwa seriyo kuposa momwe zimakhalira ndi opium. Netflix idadziwonetsa koyambirira ngati chodyera chapamwamba chazokonda zamitundu yonse. Koma kudabwa kwakukulu kwa manambala apainiya monga "Nyumba ya Makhadi" kapena "Orange ndi wakuda watsopano" zapita kalekale. Zovala zakale zilibe ntchito. Chifukwa zakudya zikuchepa.
Zili ngati kukhala ndi malo odyera odzaza ndi makasitomala anjala ndiyeno mwadzidzidzi moto kukhitchini.
Wopanga kanema wawayilesi mu "Washington Post" pazolephera kujambula chifukwa cha Corona
Mphukira zambiri zidalephera chifukwa cha vuto la Corona, zidachedwa kapena kufupikitsidwa. "Zili ngati kukhala ndi malo odyera odzaza ndi makasitomala anjala ndiyeno m'khitchini muyaka moto," wopanga TV yemwe sanatchulidwe dzina adauza The Washington Post. Pakati pa Januware ndi Epulo 2020, Oyambitsa 180 atsopano a Netflix adafika pamsika ku United States - chaka chino panali 159 okha panthawi yomweyi, malinga ndi kusanthula kwa akatswiri. akukhamukira Kasey Moore. Zikafika pazomwe zili ndi chilolezo, kusiyana kwake kumawonekeranso bwino: kumapeto kwa 2020, Netflix idatulutsa zatsopano 685 zomwe zidagulidwa, masika anali 454.
Kufunafuna china chatsopano sikungatheke
Izo ndithudi akadali zambiri zabwino TV. Koma: Madandaulo okhudza "kuwonera popanda kanthu" kwa Netflix akuchulukirachulukira pazama media. Pokhumudwa, ambiri amangowonera mobwerezabwereza ziwonetsero zomwe amakonda, mawu ofunika kwambiri otonthoza - ndikuthawira ku zomwe amazizolowera, chifukwa kusaka china chatsopano nthawi zambiri sichitha. Sikuti kusowa kwa mphukira chabe. Palinso kusowa kwa malingaliro atsopano. Simungathe kutulutsa chisangalalo chonse milungu inayi iliyonse, koma ndiye mtundu wabizinesi wa Netflix.
"Homer, olemba ndakatulo akuluakulu akale, Shakespeare - onse anali okamba nkhani! ": woyambitsa Netflix, Reed Hastings, mu 2019, pamsonkhano ku South Korea. © Gwero: mgwirizano wazithunzi/YONHAPNEWS AGENCY
Mwa kuyankhula kwina: chikondi choyamba chotentha pakati pa malo odyera apadera a Netflix ndi zakudya zapadziko lonse lapansi za TV-njala zazizira. A habituation effect imalowa. Mndandanda wina wa opambana? Zopeka zambiri za sayansi? Mpulumutsi wina wa dziko lachinyamata mu chovala cholimba cha latex? Nkhani ina yomwe ikubwera kuchokera ku tawuni yamdima yachigawo? Chovala china chopusa kuchokera kwa Adam Sandler yemwe, chifukwa cha mgwirizano wake ndi Netflix, amadula ma pretzel ophika theka ngati ophika buledi? M'kalata yopita kwa omwe akugawana nawo, Netflix ilonjeza kusintha mu theka lachiwiri la 2021.
Nanga bwanji za algorithm yodabwitsa ya Netflix?
Kuphatikiza apo, misa imakutopetsani. Mu psychology, timalankhula za chododometsa cha kusankha: anthu amakhala osangalala akakhala ndi zosankha zochepa zomwe angasankhe. Ichi ndichifukwa chake aliyense wopulumutsa malo odyera pa TV amadula menyu poyamba. Chifukwa zosankha zazikulu zimadzetsa mavuto akulu - ndizosakhutiritsa, zowononga nthawi komanso zokhumudwitsa zomwe mungasankhe. Palinso nkhani ya kutopa kosankha, kupumula komwe kumatsimikiziridwa ndi chikhalidwe chasayansi pamaso pa kuchulukirachulukira, kuti aliyense amene akufunafuna chinthu chotsatira chotentha pambuyo pa kutha kwa nyengo ya Netflix ndikuyenda mokhumudwitsa pamndandanda wamalingaliro akudziwa. Ndimo kumverera: kodi inu simungakhoze kuwombera pang'ono ndi kupanga izo ... bwino?
Nanga bwanji za algorithm yodabwitsa ya Netflix? Chinsinsi chamatsenga chamatsenga chamatsenga chotchedwa Cinematch, chomwe chimasokoneza zokonda nthawi zonse ndipo amati chimapereka china chake choyenera? zimalephera mobwerezabwereza. Posachedwapa pamene dongosolo losankha la glotz lanenanso chinthu chomwecho kakhumi, limatayika. Ngakhale Cinematch imatha kupereka zomwe zilipo. "Netflix ikudziwa kuti ndinu ndani," Katswiri wamkulu wa data wa Netflix Todd Yellin adauza German Editorial Network (RND). Izi zikumveka ngati lonjezo ku makutu aku America, koma ndizowopsa ku makutu aku Europe. M'malo mowombera owonera ndi mfuti ndikuyembekeza kuti chipolopolo chidzagunda, Netflix amasanthula mosamala zomwe zikugwirizana ndi zomwe sizikugwirizana. Zambiri pazamalonda. Koma izi si zoona. Nthawi zambiri, Cinematch ikuwoneka kuti ikuganiza kuti chiwonetsero chotsatira chabwino ndikuthawa kukoleji zokhudzana ndi achinyamata omwe amagwira ntchito ganyu ngati ma werewolves kapena ngwazi.
Vuto lachiwiri: mpikisano ukukulirakulira
Panthawi ina, mpainiya aliyense amamva mpweya wotentha wa mpikisano ndi otsanzira kumbuyo kwa khosi lawo. Ndipo mpikisano wa Netflix ndiwolemera, wovuta komanso wodziwa zambiri. Osewera akuluakulu padziko lonse lapansi akhala akulimbirana makasitomala omwe amadzipangira okha. Kokerani, konzani, mangani. Nthawi zonse zimakhala zofanana. Disney +, yomwe idakhazikitsidwa mu Novembala 2019, ili kale ndi ogwiritsa ntchito oposa 100 miliyoni, chiwerengero chomwe chinkayembekezeredwa mu 2024. Zapadera zazikulu komanso zotsatsa zanyambo nazonso zathandizira izi. Amadziwa kugwira mbewa ku Disney. Utumiki wa akukhamukira wamkati tsopano ali pakati pa zoyesayesa zonse za gulu lonse. mapaki amutu? Olimba. Malo owonetsera kanema? Za kuchepa kufunikira. Disney ndi zonse za akukhamukira.
Ogwiritsa kale 100 miliyoni patangopita miyezi yochepa: Ntchito ya akukhamukira Disney + ndiye pakatikati pamalingaliro amagulu onse a mbewa. © Gwero: imago images/Hollandse Hoogte
Ndipo osewera ngati Amazon Prime, Hulu, Apple+, HBO Max ndi Peacock ochokera ku kampani ya makolo ya NBC Comcast nawonso akugulitsa mabiliyoni. Ali kutali ndi kukulitsa misika yawo. Netflix ikugwira ntchito kale m'maiko onse padziko lapansi - kupatula China, North Korea, Syria ndi Crimea. Ena onse akadali ndi malo ambiri oti asinthe.
Vuto 3: Msampha wa Disney
Koma Netflix ili ndi vuto lachitatu. Ndipo ndiyozama kwambiri kuposa mliri wa corona. Izi ndizopitilira zingapo zomwe zidalephera kapena kutsika kwa olembetsa. Ndizokhudza kusamala zamitundumitundu yapadziko lapansi. Uwu ndiye msampha wa Disney. Ngati Amazon ilamulira kugulitsa katundu, ndiye kuti Netflix, monga Disney, imayang'anira kukumbukira zachikhalidwe.
Netflix ndi makina ogwirizana azikhalidwe
"Nkhani zabwino zili ponseponse," akutero Cindy Holland, mpaka posachedwapa wachiwiri kwa purezidenti wazolemba zoyambira pa Netflix, yemwe ndi yemwe amatsogolera zonse zomwe kampaniyo idapanga. Mosiyana ndi zimenezi, "chilengedwe chonse" chikutanthauza kuti Netflix imangokonda zinthu zomwe zingathe kugulitsidwa padziko lonse lapansi ndikugwira ntchito m'zikhalidwe zambiri. Anthu amakonda kukondwerera ufulu woperekedwa kwa opanga pakuchita ntchito zawo zamaloto. Koma zowonadi, kudalirana kwapadziko lonse kwa kukoma kwa wailesi yakanema posapita nthaŵi kudzadzetsa kunyada kwa wailesi yakanema. Netflix ndi makina ogwirizana.
Ndikumva ngati chilichonse chomwe sichinali bwino kwa mphindi 90 tsopano chafufuma.
Henk Handloegten, mkulu wa Babulo Berlin
Zachidziwikire, a Netflix akufuna kupeŵa kuwonekera kwa chikhalidwe cha chikhalidwe chilichonse: "Timapanga wailesi yakanema yaku Europe padziko lonse lapansi - osati kanema waku America waku Europe," akutero. Koma: Netflix yatsala pang'ono kulakwitsa zomwe Disney adapanga zaka makumi angapo zapitazo. Makampani onsewa adachita upainiya wa monoculture mwanjira yawoyawo. Disney adagwiritsa ntchito cholowa cha chikhalidwe cha anthu kuyambira "Pinocchio" mpaka "Sleeping Beauty" kuti apange nkhani zoyenera pawailesi yakanema padziko lonse lapansi. Ndipo zopanga za Netflix zikuvutiranso kwambiri ndi zomwe zimayenderana ndi anthu ambiri. Zomwe zimagwira ntchito ku Brazil ziyenera kugwira ntchito bwino ku Bulgaria. Palibe kusowa kwa ngwazi zapamwamba, achinyamata okulirapo komanso zolengedwa zabwino kwambiri.
"Uyeneradi kunenapo kanthu"
Henk Handloegten, m'modzi mwa otsogolera a "Babylon Berlin" omwe ali ndi Tom Tykwer ndi Achim von Borries, akuwopa kuti kufunikira kwakukulu kwa mndandanda kudzakhudza mtunduwo pamapeto pake. "Ndiyenera kuchita mantha kuti simukuloledwa kuchita china chilichonse kupatula mndandanda," adauza RND. “Ndikutanthauza zimenezo mozama kwambiri. Pali kusefukira kwa mndandanda pakali pano, akuyenera kubwera kuchokera kwinakwake. Mwina onse anali mu kabati kwa zaka zambiri - zingakhale bwino, chifukwa zingatanthauze kuti awa ndi mapulojekiti omwe ali pafupi ndi mtima wake. M'malo mwake, akumva ngati "chirichonse chomwe sichinali chabwino kwa mphindi 90 m'mbuyomo ndi tsopano." kuponyedwa mu mndandanda. " . Ichi "sichitukuko chosangalatsa". Monga woyang'anira wailesi yakanema, adatero, pokonzekera mndandanda, muyenera "kukhala ndi zonena - ndikutha kupanga dziko lanu losiyana ...
SOURCE: Ndemanga za News
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