🍿 IZIPHONONONGA Iindaba - Paris/France.
Hayi, uReed Hastings akoyiki amagama amakhulu. Umseki weNetflix ushiya ngaphandle kwamathandabuzo kwimbali yokuba ngubani na azibona yena kunye neshishini lakhe lonakaliswe yimpumelelo: "UHomer, iimbongi ezinkulu zamandulo, uShakespeare," uthanda ukukhuthaza, "Bonke babengababalisi! okuninzi malunga "nommangaliso weTelevishini", ye "Revolution", yababhali bemidlalo abakhulu. UShakespeare. Ummangaliso. Revolution. Ngezantsi abenzi kwiNetflix.
Yaye kutheni befanele? Uvulindlela we Ukusasaza ngaba ayikhange ilishukumise ishishini lokuzonwabisa lehlabathi? Ingaba uthotho olukhazimlayo alulolona hlobo lubalulekileyo lwenkcubeko yenkulungwane yama-XNUMX? Ngaba uHastings akazange ajike inkampani yakhe encinci yokurenta iDVD ukuba ibe yindawo yamandla yenkcubeko yehlabathi eyathumela ukungcangcazela kweHollywood kunye nokungcangcazela kweTV yakudala?
ividiyo
Ukusasaza Imozulu-friendly: ngaba oko kunokwenzeka?
Iinkonzo ze Ukusasaza imidiya yedijithali efana neNetflix ivelisa i-CO₂ eninzi. Ngala maqhinga alula, i Ukusasaza akufunekanga ibe yinqwelomoya entsha. © RND
Isiqingatha sehlabathi sasilele esofeni
Ngentwasahlobo ka-2020, iNetflix yayisathathwa njengophumeleleyo omkhulu kwintlekele ye-corona ecaleni kweAmazon: isiqingatha sehlabathi silele esofeni kwaye sinqwenela ukuzonwabisa. Inkonzo ye Ukusasaza ibinabathengi abatsha abazizigidi ezili-15,8 kwikota yokuqala ka-2020 - irekhodi. Ekupheleni konyaka, inkampani esekwe eHastings iphumelele i-200 yezigidi zababhalisi. Uthotho olunje ngo “The Crown”, “The Queen’s Gambit” okanye “Umbrella Academy” zathathwa njengesitofu esinamandla sokugonya ukudikwa kokuvalelwa, zaziyilaudanum yomphefumlo okhathazekileyo.
Isitofu sokugonya isithukuthezi sokuvalelwa: NgoNovemba ka-2020, isizini yesi-3 ye "The Crown" yaqala kwiNetflix. © Umthombo: Sophie Mutevelian, Netflix
Kodwa i-boom iphelile. I-Netflix ngoku ikwanengxaki enkulu ye-corona hangover: kuphela ngabathengi abatsha abangaphantsi kwezigidi ezine abanokutsalwa kwikota yokuqala yalo nyaka - ngaphantsi kakhulu kunokuba bekulindelwe kwaye baphantse babe zizigidi ezili-12 ngaphantsi kwexesha elifanayo kunyaka ophelileyo. Abanini-zabelo bayakuzonda ukuphoxeka: Ixabiso lesabelo seNetflix okwangoku lehle nge-10%. Abahlalutyi bangaphambili baseMelika bayasebeza ukuba iNetflix ithe chu ifikelele kwindawo yokugcwala, ubuncinci kwimarike yaseMelika. Iqela likaHastings linyuse amaxabiso kwaye laqinisa ulawulo kwiiakhawunti ekwabelwana ngazo, nto leyo ebiza abathengi ngokwamanani. Emva kweminyaka yamanqatha ngokukhula okuqhumayo, inkonzo ye Ukusasaza bafikelele kubunzima benqanaba. Kodwa hayi nje kungenxa yeCorona. Kukho izizathu ezininzi zentlekele yeNetflix:
Ingxaki yokuqala: ziphi uluhlu olutsha olupholileyo?
Okufanayo kuya kuwo onke amachiza: ukuba ufuna ukufumana umphumo ofanayo, kufuneka ukwandise umthamo. Kwaye rhoqo. Akukho nto yahlukileyo kumlutha we-serial kunokuba kunjalo nge-opium. INetflix yaziveza kwasekuqaleni njengendawo yokutya emnandi yenkcubeko yepop yakho konke ukuthanda. Kodwa ukukhwankqiswa okukhulu kumanani oovulindlela afana ne-"House of Cards" okanye "i-Orange ngumnyama omtsha" kudala kwaphela. I-laurels endala ayinamsebenzi. Ngenxa yokuba iimpahla zihamba.
Kufana nokuba nevenkile yokutyela ezele ngabathengi abalambileyo kwaye ngequbuliso kugqabhuke umlilo ekhitshini.
Umvelisi kamabonakude "kwiWashington Post" malunga nokusilela kwefilimu ngenxa yeCorona
Amahlumelo amaninzi awaphumelelanga ngenxa yengxaki yeCorona, alibazisekile okanye anqunyulwa. “Kufana nokuba nevenkile yokutyela ezele ngabathengi abalambileyo emva koko kubekho umlilo ekhitshini,” umvelisi weTV ongachazwanga ngagama uxelele IWashington Post. Phakathi kukaJanuwari kunye no-Epreli ka-2020, i-180 entsha ye-Netflix Originals ifike kwintengiso e-United States-kulo nyaka bekukho kuphela i-159 ngexesha elinye, ngokohlalutyo lwengcali. Ukusasaza Kasey Moore. Xa kuziwa kumxholo onelayisenisi, umsantsa wokubonelela ucace ngakumbi: ngentwasahlobo ka-2020, iNetflix ikhuphe iimveliso ezithengiweyo ezingama-685, kule ntwasahlobo yayingama-454.
Ukukhangela into entsha akuncedi nto
Ngokuqinisekileyo isengumabonakude omninzi opholileyo. Kodwa: Izikhalazo malunga "nokujongwa okungenanto" kweNetflix ziyanda kumajelo asekuhlaleni. Ngokukhathazeka kwabo, abaninzi babukela imiboniso abayithandayo ngokuphindaphindiweyo, igama elingundoqo lokuzinkcinkca - kukubalekela kwinto eqhelekileyo, njengoko ukukhangela into entsha ngokumangalisayo kuhlala kuphelisa nto. Ayikokunqongophala kwamahlumela. Kukwakho nokunqongophala kweembono ezintsha. Awungekhe ukhuphe uchulumanco olupheleleyo rhoqo kwiiveki ezine, kodwa yimodeli yeshishini leNetflix.
“UHomer, iimbongi ezibalaseleyo zamandulo, uShakespeare – bonke babengababalisi bamabali! ": Umseki weNetflix, uReed Hastings, ngo-2019, ngexesha lenkomfa eMzantsi Korea. © Umthombo: umfelandawonye wemifanekiso/YONHAPNEWS AGENCY
Ngamanye amazwi: uthando lokuqala olushushu phakathi kwendawo yokutyela ekhethekileyo yeNetflix kunye ne-TV-hungry foodies yehlabathi iye yabanda. Isiphumo sokuhlala siyangena. Olunye uchungechunge lwamaqhawe? Iintsomi ezingakumbi zenzululwazi? Omnye umsindisi wehlabathi lolutsha kwilokhwe eqinile ye-latex? Elinye ibali elizayo elivela kwidolophu emnyama yephondo? Esinye isinxibo esisisidenge esivela kuAdam Sandler othi, enkosi kwisivumelwano sakhe esisodwa neNetflix, asike iipretzel ezibhakiweyo njengevenkile yokubhaka yepretzel? Kwileta eya kubanini-zabelo, iNetflix ithembisa ukuphucula kwisiqingatha sesibini sika-2021.
Kwaye kuthekani nge-algorithm engakholelekiyo yeNetflix?
Ukongeza, ubunzima bukwenza uphelelwe ngamandla. Kwi-psychology, sithetha nge-paradox yokuzikhethela: abantu bayonwaba xa benokukhetha okumbalwa. Yiyo loo nto wonke umhlanguli weTV yokutyela ethoba imenyu kuqala. Kuba ukhetho olukhulu lukhokelela kwiingxaki ezinkulu - kukungonelisi, kutya ixesha kunye nentlungu ekhathazayo. Kukwakho nentetha yokudinwa okukhethiweyo, ukuba ukuphumla okuqinisekisiweyo kwezentlalo nenzululwazi ebusweni bokugqithiswa, ukuba nabani na okhangela into eshushu elandelayo emva kwesizini yeNetflix yokuphela konyaka kunye nokuskrola ngokukrakra kuluhlu lweengcebiso uyazi. Nantso imvakalelo: awukwazi ukudubula kancinci kwaye wenze ... ngcono?
Kwaye kuthekani nge-algorithm engakholelekiyo yeNetflix? Le elixir yedijithali eyimfihlo ebizwa ngokuba yiCinematch, ehlala ichitha incasa kwaye icebisa into efanelekileyo? iyasilela ngokuphindaphindiweyo. Kutshanje xa inkqubo ekhethiweyo yeglotz icebisa into enye izihlandlo ezilishumi, ilahlekile. Nditsho neCinematch inokubonelela kuphela ngento ekhoyo. "INetflix iyakwazi ukuba ungubani," ingcaphephe yedatha enkulu yeNetflix uTodd Yellin uxelele iNethiwekhi yoHlelo yaseJamani (RND). Oku kuvakala njengesithembiso kwiindlebe zaseMelika, kodwa kunokuba sisongelo kwiindlebe zaseYurophu. Endaweni yokudubula ababukeli ngompu kunye nethemba lokuba imbumbulu iya kubetha, iNetflix ihlalutya ngononophelo ukuba yintoni efanelekileyo kunye nengalunganga. Kakhulu ukuthengisa. Kodwa oku akuyonyani. Rhoqo, iCinematch ibonakala icinga ukuba umboniso olandelayo ogqibeleleyo kukuphuncuka kwekholeji malunga nolutsha olukwishumi elivisayo olusebenza okwethutyana njengeingcuka okanye amaqhawe amakhulu.
Ingxaki yesibini: ukhuphiswano luyaqina
Ngexesha elithile, uvulindlela ngamnye uva umoya oshushu wabakhuphisana kunye nabalingisi emva kwentamo yabo. Kwaye ukhuphiswano lweNetflix lutyebile, lunzima kwaye lunamava. Bonke abadlali abakhulu kwihlabathi lezolonwabo kudala bekhuphisana ngabathengi abanomxholo wobhaliso owenziweyo. Ukutsala, lungisa, bopha. Ihlala iyiresiphi enye. I-Disney +, eqaliswe ngoNovemba ka-2019, sele inabasebenzisi abangaphezu kwezigidi ezili-100, inani elilindeleke kuphela ngo-2024. Iingcali ezinkulu kunye nokunikezelwa kwe-bait nazo zibe negalelo kule nto. Bayayazi indlela yokubamba iimpuku eDisney. Inkonzo ye Ukusasaza yangaphakathi ngoku isembindini wazo zonke iinzame zobuchule zeqela lilonke. iipaki zomxholo? Iqinile. Iqonga lemuvi? Ukuncipha kokubaluleka. Disney yonke malunga Ukusasaza.
Sele 100 million abasebenzisi emva nje kweenyanga ezimbalwa: Inkonzo ye Ukusasaza I-Disney + ingundoqo kuzo zonke izicwangciso zeqhinga leqela le mouse. © Umthombo: imago images/Hollandse Hoogte
Kwaye abakhuphisana nabo njenge-Amazon Prime, i-Hulu, i-Apple +, i-HBO Max kunye ne-Peacock evela kwinkampani yabazali be-NBC iComcast nabo batyala iibhiliyoni. Bakude nokuphuhlisa ngokupheleleyo iimarike zabo. INetflix sele isebenza kuwo onke amazwe ehlabathi - ngaphandle kweTshayina, iNorth Korea, iSyria kunye neCrimea. Bonke abanye basenegumbi elininzi lejografi lokuphucula.
Ingxaki 3: I-Disney Trap
Kodwa iNetflix inengxaki yesithathu. Kwaye inzulu kakhulu kunobhubhani wecorona. Oku kungaphezulu kwamahlumelo ambalwa awaphumelelanga okanye ukuhla kwigophe lababhalisi. Imalunga nokukhathalela iyantlukwano yenkcubeko yeplanethi. Lo ngumgibe weDisney. Ukuba iAmazon ilawula ukuthengiswa kweempahla, ke iNetflix, njengeDisney, ilawula inkumbulo yenkcubeko.
INetflix ngumatshini wemvumelwano yenkcubeko
“Amabali amnandi akwindawo yonke,” utshilo uCindy Holland, de kube kutshanje usekela mongameli womxholo wokuqala kwiNetflix, enoxanduva lwazo zonke iimveliso zenkampani. Ngakolunye uhlangothi, "indalo yonke" ithetha ukuba iNetflix inomdla kuphela kwizinto ezinokuthengiswa kwihlabathi jikelele kwaye zisebenza kwiinkcubeko ezininzi. Abantu bayathanda ukubhiyozela inkululeko enikwe abayili ekuphumezeni iiprojekthi zamaphupha abo. Kodwa ke, ukudityaniswa kwehlabathi kokungcamla kukamabonwakude kungekudala kuya kukhokelela kumdlalo kamabonwakude. INetflix ngumatshini wokuvumelana.
Ndivakalelwa kukuba yonke into ebingalunganga kangangemizuzu engama-90 ngoku idumbile.
Henk Handloegten, umalathisi weBhabhiloni Berlin
Ewe kunjalo, iNetflix ifuna ukunqanda umbono we-impiriyali yenkcubeko ngazo zonke iindleko: "Senza umabonwakude waseYurophu kwihlabathi - hayi umabonwakude waseMelika waseYurophu," batsho. Kodwa: INetflix sele iza kwenza impazamo efanayo eyenziwa nguDisney kumashumi eminyaka eyadlulayo. Zombini iinkampani zaba ngoovulindlela kwi-monoculture ngendlela yazo. I-Disney isebenzise ifa lenkcubeko yoluntu ukusuka kwi-"Pinocchio" ukuya kwi-"Sleeping Beauty" ukwenza amabali afanelekileyo kumabonwakude wehlabathi. Kwaye iimveliso zeNetflix nazo ziya zibandezeleka ngakumbi kumyalelo wokuhambelana ngobuninzi. Yintoni esebenzayo eBrazil kufuneka isebenze ngcono eBulgaria. Akukho kunqongophala kwamaqhawe amakhulu, ulutsha olusakhulayo kunye nezidalwa ezimangalisayo.
"Kufuneka ngokwenene ube nento ofuna ukuyithetha"
UHenk Handloegten, omnye wabalawuli bochungechunge oluthi "Babylon Berlin" kunye noTom Tykwer kunye no-Achim von Borries, woyika ukuba imfuno enkulu yochungechunge iya kuba nefuthe kumgangatho ekugqibeleni. “Kuyoyikwa ukuba awuvumelekanga ukuba wenze nantoni na ngaphandle kothotho,” uxelele iRND. “Ndiyithetha ngokunzulu loo nto. Kukho umkhukula wothotho ngoku, kufuneka bevela kwindawo ethile. Mhlawumbi bonke babekwidrowa amashumi eminyaka - oko kuya kuba kuhle, kuba oko kuya kuthetha ukuba ezi ziiprojekthi ezisondele entliziyweni yakhe. Endaweni yoko, uziva ngathi "yonke into ebingalunganga kwimizuzu engama-90 ngaphambili ngoku." ukuze iphonswe kuthotho.” . Oku "asilophuhliso lumnandi". Njengomlawuli kamabonwakude, uthe, xa ucwangcisa uthotho, kuya kufuneka "unento oyithethayo - kwaye ukwazi ukwenza ilizwe lakho elahlukileyo ...
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🍕