Chapter 1100： immature fertile soil

As Johnson said, the 11-year streaming media market is not a mature fertile soil.

Even if some smart people have seen that online movie viewing will gradually replace traditional TV, they are actively entering the market. For example, Youtube launched a channel for exclusive movie and drama services outside of fragmented videos and signed a content supply contract with Colombia. The business platform Amazon is also taking advantage of the trend to open up a new profit point, PrimeVideostreaming;

Another example is the media entertainment giants that are deploying with their content advantages, such as the online movie viewing platform Hulu jointly launched by Disney and 20th Century Fox in 10 years, Sony's Crackle and other market speculators.

However, these people are losing money without exception, even if the market share is the first, the user penetration rate is the first, the average monthly user time is the first, and the total number of members has increased from 5 million in 2009 to 20 million in 2011. Flying is losing money.

No way, the content library is too expensive, not counting server costs, labor, and maintenance costs, it is said that Netflix spends 30 million every year to buy new playback rights, as well as hundreds of millions of old film copyright royalties and continuous purchases. The copyright of film and television, whose family is not big enough, who can afford to be so arrogant?

The new movie is selling well, do you want to introduce it? The new TV series is not bad, do you want to introduce it? Do you want to spend money on some classic old movies, unpopular movies and TV dramas or bad and brilliant bad movies?

Both, because user needs are there. And there are too many people, and the direction of demand is not consistent. In order to fill the market, we can only continuously improve the breadth of content.

A very simple cycle is that, in order to increase the existing user base - to expand content - to lose money, none of the profit share has been able to support the cost of streaming media investment, and many TV viewers have not developed a position to move. dependency.

In other words, although the younger generation of viewers are willing to accept the trendy Internet thinking, the traditional TV channels have not withdrawn from the market, even if the audience is declining.

Of course, Netflix in 2011 has infinitely approached the threshold of profitability and investment, and it only needs a little accumulation to complete the reversal, probably when the number of paying users exceeds 27 million and 28 million.

It was also after reading Netflix's Q1 earnings report that Lehmann made up his mind to enter the market, don't miss the wave of streaming media.

Compared with Hulu and Amazon, who are small and timid, Lehman's business operations are far more daring.

Although he can quite understand this mentality of testing the water, in view of the cultivation of the market and the competition of users will only become more and more intense since then, in 13 years, Netflix has quickly completed the second transformation - spanning discontinuity business transformation is the most important reason for enterprise innovation.

Non-continuity refers to changes that jump from one growth curve to another. Generally speaking, the first growth curve will also change in the process of enterprise development, but the change has the characteristics of continuity, which can be expressed linearly and can be predicted.

But suddenly jumping from one growth curve to another growth curve, the sudden change in the middle is called discontinuity. This discontinuity is difficult to predict, and if it is not jumped, it will cause great losses to the enterprise.

Furthermore, any growth curve has a limit point, and the limit point is also the stall point. Any company that becomes an industry giant needs to start the second growth curve before the first growth curve reaches the stall point, which is translated into the history of Netflix's development. Human words: 2013 is an evolution of Netflix, because it needs to provide users with enough streaming media content. Before 13 years ago, Netflix and the content provider Starz have always had a content provision agreement. According to this agreement, Starz can provide Netflix to Netflix. Fei provides 2,500 film and television dramas, and can get 30 million US dollars in copyright broadcast revenue every year.

However, after that, Netflix's paying users continued to grow, and for the first time in 2012, the content bonus was achieved, and the user's profit accumulation on costs made Starz jealous, so Starz raised the content renewal price to 300 million US dollars a year, Of course, Netflix refused to be taken advantage of. As a result, 2,500 of Starz's films were offline on the Netflix platform overnight. At the same time, it also forced Netflix to enter the field of original content, and made more active use of the platform's advantages and market share. Find allies, form a content supply and marketing network around the world, and become the new king of the IT industry in addition to the five old stars - the five old stars: Apple, Microsoft, Google, Facebook, Amazon.

So Lehman is very clear in his heart that if he doesn't enter the game now, no matter how good he has been in 2013, he is still a second-tier level. He may not even be able to beat Disney+. After all, Disney is in the subdivision of animation, but it can hit Japanese comics with money. The market has become Netflix's back garden, and everyone can compete with each other.

The core of streaming media is always only content, only content, only content, and those who have watched the domestic video competition or have been circling on the three major video sites Aiyouteng all year round can understand it.

From this point of view, when the UI, art, testing and maintenance, terminal sales, maintenance services and other basics are done well, the competition for users will only be whose content can please the audience more.

As for Lehmann, will he give up the bonus of original content? of course not.

A company that is essentially the Internet is forced to become a content provider. Does it have an advantage over Firefly, which is already based in Hollywood? fart.

But the stock of general projects and films accumulated and traded by Mann Media itself is really not as much as Netflix, which has been in business for so many years, and can only rely on its core competitiveness to find a way to become an instant hit.

What did Netflix choose in 13 years? Political thriller "House of Cards."

What about Lyman? He is not familiar with the leaders of the two parties like Donkey Elephant and doesn't want to get involved in political topics, so he took out "Game of Thrones".

His plan was simple.

Acquired a motley crew, brought in other talents familiar with the business, and used Firefly's own production capabilities to directly serve as a content provider. After the video website was built, it launched "Game of Thrones" with all-out marketing, completing the first large-scale marketing campaign. The screening and accumulation of user groups.

As for other operating models, just copy Hulu and Netflix, the two champions and runners-up, such as the tiered membership system, such as a 3-day free trial period for newcomers to register, such as big data push to generate value for unpopular works, so as to achieve user portraits of constant precision.

In the final analysis, all streaming media platforms, including competitors at home and abroad, are surprisingly consistent, except for their respective content copyrights.

In this way, will the word-of-mouth effect of "Game of Thrones" be rejected by users?

Lehman has this method to put it bluntly, to promote strengths and avoid weaknesses. Since I don’t have enough reserves, the number of film libraries can’t match, so I simply drain the head, slowly accumulate copyrights, and expand the content. It’s like 360 ​​antivirus and free, directly complimenting countless antivirus. software companies.

This is Wang Zhai, an operation that Netflix can't do.

Once the online video service launched by Mann Media has a user base, the rest is only a long-term operation.

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