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迪士尼能撼动Netflix的在线视频霸主地位吗? – 译学馆
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迪士尼能撼动Netflix的在线视频霸主地位吗?

How Disney will force Netflix to change streaming

如今 我们生活在流媒体服务的
Right now, we’re living in a golden age
黄金时代
of streaming services.
每个月只要15美金 你就可以享受
For $15 a month, one service can give you access
几乎永远看不完的电影和节目
to basically endless movies and shows,
而且每周都会推出新内容
with new offerings coming in every week.
趁现在好好享受吧 因为这个趋势正在改变
But enjoy it while it lasts, because wheels are already
公司们将利用这些服务赚更多的钱
in motion to make those services more profitable
这对你来说可不是件好事
for companies, and worse for you.
未来 你将会花更多的钱
Someday soon, to get the same amount of
才能获得跟现在内容数量一样的
content you’re getting now, you’re gonna have
流媒体服务
to pay for more streaming services.
(警醒的音乐)
(introspective music)
所以想想类似奈飞上的视频内容
So think about all the content on a service like Netflix,
它们都是从何而来呢
and where all of it comes from.
你看的视频很多是奈飞自制的
A lot of what you see is made by Netflix,
但绝大多数并不是
but most of it’s not, whether
它可能来自电视节目 老电影
it’s network TV shows, old movies,
或是院线影片
or movies that were just in theaters.
去年一项研究表明 人们实际观看的内容
A study last year found that licensed content makes
80%是授权内容
up 80% of what people actually watch.
奈飞向这些工作室支付版权许可费
Netflix pays to license that content from the studios,
这是这些工作室经营中的重要一环
and it’s a big part of their business.
对工作室来说 能够进入流媒体市场也很重要
Access to the streaming market is important for studios, too,
因为有流媒体的地方
because streaming media is
就有观众
where the viewers are.
过去的五年里 奈飞的订阅用户增涨了3000万
Netflix added 30 million US subscribers in the past five years,
与此同时
and that’s coming at a time
传统有线电视观众则逐年递减
when traditional cable and broadcast TVs haveless viewers every year.
但授权给奈飞 hulu 以及其他平台方
But licensing to Netflix, Hulu, and the other services
并非是工作室将电影搬到线上的唯一方式
isn’t the only way for studios to get their movies online.
明年 迪士尼计划发布自有流媒体平台
Next year, Disney plans to launch its own streaming service,
成为奈飞的直接竞争者
a direct competitor to Netflix.
迪士尼虽然入局稍晚
Disney’s a little late to the party,
但这并无大碍 他们的平台服务囊括了
but the service will have so much popular content
太多受欢迎的内容
that it may not matter.
别忘了 迪士尼拥有皮克斯 漫威和星战系列
Remember, Disney owns Pixar, Marvel, Star Wars,
以及21世纪福克斯
and 21st Century Fox,
深受人们喜爱的电影和电视纵贯了90多年
along with more than 90 years of beloved movies and TV.
然而坏消息是 如果迪士尼的新平台上线这些内容
The bad news is, if it’s on Disney’s new service,
你就不可能同时在奈飞上看到它们了
it doesn’t really make sense to put it on Netflix, too.
一旦迪士尼目前的授权许可到期
Once Disney’s current licensing deals expire,
《寻梦环游记》《银河护卫队》和《星球大战:最后的绝地武士》
Coco, Guardians of the Galaxy, and Last Jedi are
统统会在其他流媒体平台上消失
all probably gonna disappear from the other streaming services.
这是一个简单的商业举措
It’s a simple business move.
为什么迪士尼能在自有平台播放《星球大战:最后的武士》
Why would Disney put Last Jedi on Netflix
还会再放到奈飞上
when it can put it on Disneyflix
他们难道不想每月多赚15块钱吗?
and make you pay another $ 15 a month for it?
即便奈飞愿意主动支付更多的版权费用
Even if Netflix offered to pay more money in licensing,
迪士尼也更希望你在他们的自有平台上观看
Disney would rather have you watch their movies on their service.
每当发行方式发生改变的时候
Disney is actually really good at making money
迪士尼都能借机赚很多钱
when distribution methods change.
看看迪士尼公司的过往你就会一目了然
If you look at the history of the company,
他们对此早已驾轻就熟
they’ve done it over and over again.
当家庭录像带和DVD流行一时
When VHS and DVDs became popular,
迪士尼首推了一个名为“迪士尼馆藏室”的体系
Disney pioneered a system called the Disney Vault,
在这里 电影会被馆藏多年
where movies would be locked away for years,
然后再被拿来限量销售 以获取丰厚利润
and only made available for lucrative, limited-run sales.
(旁白)在这些神奇的迪斯尼电影消失前
– [Narrator] Get these magical Disney videos
赶快买走它吧
before they disappear.
无论你是否喜欢这种馆藏室 它很奏效
Whether you love or hate the vault, it worked.
2000年的一项研究表明
A study in the year 2000 found
55%的迪士尼粉丝
that 55 % of Disney fans
他们购买这些DVD淘汰了录像带
replaced their VHS tapes with DVDs,
而其他工作室 这项数据只有14%
compared to only 14% for other studios.
有线电视进一步扩大了竞争战场
Cable expanded the playing field even more.
起初 迪士尼将内容授权给HBO
Initially, Disney licensed its content to HBO,
但没多久他们就意识到
but soon they realized that the real money was
经营自己的频道才是赚钱的路子
in running their own channel.
因此 迪士尼频道应运而生
So the Disney channel was born.
去年 迪士尼40%的营收来自有线电视频道
Last year, Disney made 40% of its money from cable channels,
其中包括了ABC频道和ESPN频道
including the ABC networks and ESPN.
当“掐线族”们抛弃有线电视网络
And as cord-cutters move away from cable,
转而拥抱奈飞这类线上流媒体平台
towards services like Netflix,
迪士尼试图在流媒体视频上故技重施
Disney’s trying to pull off the same trick with streaming video,
利用其庞大的内容库
using its massive content library
重新构建一个全新的服务
to build a whole new service from the ground up.
如今 不止是迪士尼一家工作室在这么做
Now, Disney’s not the only studio trying to do that.
康卡斯特拥有其“Xfinity”流媒体平台
Comcast has its Xfinity streaming service,
时代华纳有“HBO Go”
Time Warner has HBO Go.
想看最新《星际迷航》剧集的唯一途径是
The only way to see the latest Star Trek series is
每月支付6美元给“CBS All Access”
by paying six dollars a month for CBS All Access.
每个平台都开始纵向一体化
Everybody’s vertically integrating,
这意味着第三方授权内容将会越来越少
which means there’ll be less and less third-party content available to license.
如果想看全部的电影和节目
If you wanna follow all the movies and shows,
你不得不向所有的平台支付费用
you’ll have to pay for all the services,
同时 平台的版权费用支出也会越来越多
and there’ll be more and more of them to pay for.
因此 你会发现奈飞近期推出了
If you’ve noticed a lot more Netflix Originals lately,
非常多的自制剧
that’s why.
即使在奈飞上看不到《星球大战》或《钢铁侠》
If you can’t find Star Wars or Iron Man on Netflix,
平台主管们打赌你会为了
executives are betting you’ll stick around
《怪奇物语》和《马男波杰克》而留下来
for Stranger Things and BoJack Horseman,
就像你会为了看《权力的游戏》而留在HBO
just like you stuck with HBO for Game of Thrones.
所以 如果你正订阅着一大堆流媒体服务
So if you follow a bunch of streaming services now,
你可能会想从家人朋友那借账户密码
you might soften the blow by borrowing the password
来缓解一下经济压力 但这样也可能有危险
from your parents or friends, but that could be in danger, too.
这些流媒体平台可以随时关闭共享账户
Streaming services can shut down account sharing anytime they want.
看Spotify就知道了 账户共享这种操作几乎不可能
Just look at Spotify, where sharing accounts is nearly impossible.
奈飞也在逐步打击账户共享
Netflix is slowly cracking down on account sharing, too,
添加独立的用户配置界面
adding distinct profiles,
任一配置同时播放多个视频将会被终止
and stopping any profile that streams multiple shows at once.
随着产业日趋成熟 这些规则会更严苛
As the industry matures, those rules are gonna tighten,
享受不花钱的服务
and it’s gonna get harder and harder
将变的越来越难
to dip into a service without paying for it.
对企业来说 这可是关乎钱的事
Now, for corporations, this is about the money.
迪士尼在星战版权上投入了40亿美金
Disney paid four billion dollars for Star Wars,
他们想尽快收回成本
and they wanna make that money back as fast as they can.
但这样就把广大影迷推到了
But all that leaves the general interest fan
一个艰难处境
in a tough place.
你愿意守着一个流媒体平台
Do you stick with a single streaming service,
而错过下一波漫威电影么?
and miss out on the next wave of Marvel movies?
为了新的《星际迷航》每月花6元真的值么?
Is the new Star Trek really worth six dollars a month?
我们尚不可知未来的流媒体长什么样
We don’t know what the future of streaming will look like, yet.
从版权许可过渡到其他可能会是突发的
The transition away from licensing could be jarring,
或者要花费数年时间才能达成
or it could happen slowly, over years.
新平台之间的竞争
Competition between the new services
可能会激发出一个电视节目的新黄金时代
could inspire a new golden age of TV shows,
或每个平台又会回到老路上
or everyone could fall back on old tricks
搞换汤不换药的特许经营权
and familiar franchises.
但无论怎样
But whatever happens,
从摄影机流转到你屏幕的渠道
the pipeline between the camera and your screen
都将受到更多控制
is gonna get a lot more controlled,
如果你想要看跟过去同样数量的内容
and if you want the same amount of content you’ve been used to,
你将会花费更多的钱
you’re gonna have to pay more.
感谢你的观看 希望你喜欢这个视频
Thanks for watching, I hope you liked it.
如果你想看更多的免费视频内容
If you want more free video content,
请登陆theverge.com
check us out at theverge.com,
欢迎点赞和订阅我们的油管频道
and like and subscribe to youtube.com/theverge.

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视频概述

从有线电视时代到流媒体时代,视频内容服务的提供方式不断演化,迪士尼是如何一步步借助其庞大的版权内容库网罗用户及流量?这个老牌的娱乐帝国能否逆袭在线视频新霸主Netflix?这个视频带你窥知一二…

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https://www.youtube.com/watch?v=EWkDZ51yrUg

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