Author ｜ Meatson
In the platform, the first episode of the broadcast was launched. Today, NETFLIX announced that " Squid Game " has become the highest viewing volume in its history work.
before September 17 this year, no one can think of this Korean drama "Squid Game" launched on the day of the Netflix "Squid Games", which has set a record high in the world in 20 years.
In addition to these, it is worthy of attention, discussion and disassembling, the secret of Netflix to make world -class Korean dramas.
Rome has not been built a day. Since 2015, Netflix's tentacles have extended to Asia, Japan, South Korea, India and other places have been within its expansion range. After continuous trial and error, at the expense of money, Netflix's writing Asian story has finally achieved.
is packaged with American drama texture and reshape local content. Original dramas such as " Kingdom ", " Sweet Home " and "All Nude Directors" conquered the audience through the region and language, and "attracted" the top creativity of the local film and television industry through cooperation "in the local film and television industry. And resources, change its market structure, and even start establishing the industrial chain ...
. At the same time, iQiyi and Tencent Video has also been actively participating in the content of the Asian market. Two weeks before the launch of "Squid Games", the Taiwanese drama " Adverse " with a Douban score of 8.6 was launched. This work is the original episode of the iQiyi International Station, which is premiered by iQiyi International Edition.
is traced back to Asia? What is the progress of Tencent video and iQiyi as a representative of domestic streaming media? What can I gain from the successful experience of net flight ?
From Japan and South Korea to India, why is Netflix aiming at the Asian market? Since the establishment of
, the business model adopted by Netflix has been relatively stable. user subscription fee is its main revenue source . But after a period of time, the two ushered in the upper limit and slowing down. According to the financial report, since 2018, the data performance of the US local market is weak. In the second quarter of 2019, the number of users declined for the first time.
. At the same time, the competition between between the US streaming platform is trending. ML4APPLE TV+ and other rising shows on the back of the big tree.
, a case of "knocking" Netflix by the outside world is Disney's streaming platform Disney+. In 2019, DISNEY+ harvested the number of users accumulated by Netflix in five months in five months.
Therefore, for Netflix, it is an inevitable development path to move overseas markets and use users worldwide. From 2010 to 2015, the global strategy of Netflix was fully landed from Canada to South America and Europe to Asia.
2017 The third quarter, the number of international users of Netflix exceeded the number of American users. From the perspective of investment and returns, the Asian market is a heavy town that cannot be ignored.
According to the second quarter of this year, Netflix's Asia -Pacific market revenue reached 799 million US dollars, an increase of 40.4%compared to the same period last year. And the number of Asia -Pacific users is the fastest. Among the 1.54 million paid users worldwide in the second quarter, the Asia -Pacific region reached 1.02 million.
Obviously, the Asia -Pacific region with a population of 6 billion has more room for rise. At the second quarter of this year's financial report, Netflix CFO Spencer Newman mentioned that the market penetration rate in the Asia -Pacific region is only 10%. So next, Netflix will further increase its investment in Asian original content.
is specific to the layout of the Asian market. Netflix content supervisor and joint CEO Taed Salando has said that Netflix has very specific measures for every country in the Asia -Pacific region.
2015, Netflix began to enter the Asian market from Japan. Cooperate with many Japanese TV stations, and also purchase a large number of classic animation copyrights including "Ultraman" and "New Century Evangelion" at the same time.
was then in 2016. Netflix has entered the Taiwan and Korean markets in China and made a large number of copyright purchases and joint production.
2018, Netflix has made obvious efforts in India, and successively launched the first co -produced movie "Fang inch Love" and the first original drama "Holy Games" with India, which became a popular work in India.
in 2019, Netflix's first original Korean drama "Kingdom" has become a global hot work, and also announced that Netflix Asian works have shown their ability to go global.
In addition, in the Southeast Asian market, Singapore , Malaysia, the Philippines, and Thailand have also been launched in recent years.
has accumulated for several years, represented by Korean dramas, and Asia's original content has become the key to Netflix's new users of Asia -Pacific and even global users.
In the first quarter of this year, the content executive responsible for the Asian market MINYOUNG KIM announced that it will invest 500 million US dollars (about 3.2 billion yuan) in the production of local film and television content in the Asian market. Half of the budget. Indian executives also said that Netflix will launch 40 original works from India. It can be seen that
is visible. From the initial layout, Netflix has formed a positive economic cycle in the Asian market. As a large number of works have begun to be profitable, the free cash flow has also allowed it to have greater content input capabilities, and it also creates explosive models to create explosive models. There is a good foundation.
In -depth participation in content development, Netflix How to write a good Asian story?
In fact, looking back at Netflix's process of opening up the Asian market, a frequently talked old news is that its start is not smooth. Essence
So, from the rejection to the stable output to the manufacturing world -class explosion, how does Netflix open the situation step by step in the Asian market?
has been cultivated for nearly six years. Netflix's content output in Asia mainly includes two methods. is the one to buy the global streaming media independent rights and distribution rights to purchase local content, and participate in the production or joint production. The update frequency of the TV station is broadcast simultaneously in Netflix; the second is to cooperate with local creators to invest and produce original content, such as the Korean drama "Kingdom" and the Japanese drama "All Naked Directors". The broadcast platform is only Netflix and released the whole season.
is in specific content, that is, in terms of subject matter and type, according to the results of big data and field inspection, Netflix will differentiate the differentiated layout of different countries and regions.
takes Japan as an example. Two -dimensional culture has the local foundation in Japan and has far -reaching influence worldwide. Netflix has been used as the main field of attacking Japan. Somewhere "" Attack Giant ", etc., cooperates with Japanese animation companies to create original content, such as" Easy Bear and Xiao Xun "and" Godzilla: Strange Point ". In addition "Star Cowboy" and "Youyou White Book" are all columns.
is compared with it. The original content of Netflix's large -scale output in South Korea is a Korean drama as a Korean pioneer, followed by movies and variety shows, and in India, there are more movies than episodes.
is in terms of subject matter to attract local audiences. Netflix has been trying localized stories, but this does not mean to abandon other areas. Perform precise positioning.
This point is particularly obvious on Netflix's original Korean drama. The most typical is "Kingdom". Although this drama is a costume drama with Korean history, it has introduced elements such as conspiracy and zombies to allow the audience Light in front of me. At the same time, the combination of high concepts, strong suspense, and large -scale combinations became one of the magic weapons, including subsequent "Sweet Home" and other dramas.
On the other hand, from the episode to the movie, all content production teams and actor lineups, such as Feng Junhao , Li Yingfu , Golden and Silver Ji , Pei Dou fighting Na , Quan Zhixian and others are working with Netflix Before, they had considerable local and overseas popularity.
has reached the production stage, and Netflix's investment in content cost is doubled from the local area. According to public information, has increased from public information, the single-set cost of Korean dramas has increased from 4-5 billion won to 200-3 billion. The single-episode costs in the first two seasons of "Kingdom" are 12 million and 18 million, respectively. The total cost of "Squid Game" is about 118 million. ; Japanese drama "All Naked Director" single set cost is 6.58 million, which is nearly 10 times that of Japanese TV station .
is relative to the creative space as the production cost. Earlier, the screenwriter of "Kingdom" Jin Yinji "Netflix does not express opinions, only gives money", shaped it into the best party in the world, and director Jin Chengxun also said that the other party will only feedback the "Western cultural circle What do you think? "
, but it is obvious, this is not to say that Netflix will let go after the money is smashed.
Minyoung Kim mentioned in the podcast "WearenetFlix" that from the various decisions of what works to shoot to the specific production details, they do not require headquarters approval, but controlled by the Netflix Korean team. Therefore, a more reasonable explanation is that they have sufficient judgment and understanding of local content, and as Party A, they have a high degree of coordination. On the basis of
, Netflix can naturally bind a number of core creators in depth. Many directors, screenwriters and actors have cooperated with them many times. In addition to creators, it has also established long -term cooperation with the content output end of the head.
NETFLIX partners include JTBC, CJ ENM and its subsidiaries Studio Dragon. Among them, Studio Dragon is a relatively stable content supplier, another explosive drama "Sweet Homeland" before "Squid Games", and recent recently The hit " Coast Village is just " is made by it.
As of October last year, Netflix established cooperation with 9 animation companies in Japan, including Production I.G ("Shell Motor Team") and Bone Society ("Steel Refinery" ), David Production ("Jojo’s Wonderful Adventure), Science Saru
and these can no longer satisfy Netflix, and it has a further move - has set up shooting bases in different countries. rented 9 studio in South Korea at the beginning of this year, and rented two international standard studios of Dongbao Company in Japan in April. In September, the first NETFLIX animation creation base was established in Tokyo to serve local anime creators and Netflix. Team members.
For Netflix, this is not only to facilitate the production and production capacity, but also to get rid of the dependence on the local production end, and to deepen and establish the industrial chain. In the process of
, Netflix greatly affects the local fixed creative model. For example, after entering the Japanese animation market, it is very different from the previous committee system. To some extent,
, Netflix is completing a change in the Asian market. From the original adaptation to today's transformation, it is no longer just a writer of local stories.
iQiyi, Tencent joined the Asian market for battle, the process of going to the sea?
, as a must -fight for the streaming media, also appeared in the Asian market. The domestic long video platform has also appeared. It is iQiyi and Tencent video that joined this war.
was launched two weeks before the "Squid Game". The Douban score of 8.6 Taiwanese drama "Adverse Bureau" was launched, and the poster was marked with "IQIHI Original". To be precise, this work is an original episode of iQiyi International Station, produced by iQiyi International Edition and premiered.
is a suspense theme, and some audiences are joking in the comment area, "Is iQiyi want to engage in the Taiwan branch of the" Mist Theater "? "The answer to this question is unknown, but it is certain that the iQiyi International Edition will be launched on October 17, another original Taiwanese drama" The Land of God No Rain ". "", Singapore drama " Soul Ferry · Nanyang Legend " also belongs to the original content. Include The two Philippine dramas, "Saying Goodbye", "Hello, Heart, Heart", and four Korean dramas of "Crazy Love", "Usho at the time", "My Ouba" and "Moon Water Golden Firewood". Iqiyi's layout idea is indeed closer to Netflix. Hong Kong, Taiwan, Taiwan Malaysia, Singapore, Myanmar , Thailand, Cambodia , the Philippines and Indonesia , next, there are "Zhiyi Mountain" starring Quan Zhixian and Zhu Zhixun , "Bad and Crazyy and Zheng Xiujing starring ", Etc., the other is produced by the local team through investment. The output end of the local head content, "Stunning Commercial Cohabitation" and "Bad and Crazy" behind Studio Dragon, is the company that cooperates in depth with Netflix. The "Nanyang Trilogy" is the Changxin Media of Singapore. , ABS-CBN, the two Philippine dramas, is the largest local media company. Underworld It is difficult to judge its layout. There is no doubt that these are just prelude, and the road of iQiyi can go back earlier and experience a series of landing operations and personnel changes. Art launches an international version of the Iqiyi APP, and then enters Indonesia, Malaysia, the Philippines and other countries and regions. In this process, strategic cooperation with Malaysia's first media brand Astro, through output content and video technology to it, jointly launched the iQiyi Independent TV HD channel.
last year, former Deputy President of Netflix and Asia Pacific Director Guo Yizhen was appointed Vice President, responsible for iQiyi's strategic planning and market expansion in the international market. Waiting for market development and operation in Southeast Asia. In addition, iQiyi set up overseas headquarters in Singapore.
is almost at the same time, and Tencent Video also starts the sea mode. has launched overseas versions of WETV in Thailand in June 2019, and has successively landed in Indonesia, the Philippines and Malaysia.
is at the same time, Tencent Video has also opened a buying and buying model -acquired IFLIX of the Southeast Asian streaming media platform, and obtained more than 20 million members in 13 countries in one fell swoop; and reached strategic cooperation with Thai CH3 TV channel operator, BEC World, to obtain simultaneous broadcasting and. Exclusive reproduction of the permissions of TV drama programs.
is used. Tencent video also opens up another out -of -sea channel outside the overseas streaming platform. After subtitle translation and local dubbing, works such as " Chen Qing Ling " and " know if it should be green, red and thin ", " to our warm hour light " and other works are all on iFLIX, which has attracted some attention. , But essentially, this series of behaviors still stay at the level of content "handling", that is, to export Chinese stories directly to overseas.
Of course, Tencent Video is also developing local content. It is reported that it has reached cooperation with Media Prima, Malaysia's primary media group, and Indonesia's film and television company MD PICTURES, and jointly created "SANG PEWARIS" and "My Mesterian Mother's Lady".
Obviously, the long video platform is not satisfied with simply output and spread high -quality Chinese content at this stage. Instead, he tried to combine head production companies in different Asia -Pacific countries and began to tell local stories, just like the original Netflix.
但相比Netflix的“一国生产，全球发行”的逻辑，爱腾们最先遇到的则是国内国外体系的区别，这种区别会导致市场天然的被分成两块区域，用户群和The content product line cannot be opened (especially considering that the mainstream trend of international video websites is suspense, horror and other themes), only local production and local broadcasts such as Taiwan and the Philippines have become "regional tackling". The scale of such a battle naturally determines the upper limit of the investment. In comparison of
, Netflix is naturally a "global war", Asian users with 27.88 million people, and even 200 million global users behind them. The episode. The business model of Netflix has been profitable from the beginning of its birth.
is fortunately, even if it is as strong as Netflix, it also has a trough period of 2-3 years in the early stages of entering Asia. China is also in Asia, and also has the common advantage of East Asian Culture . Iqiyi opened a good word of mouth in Taiwan's "Adversity". May wish to look forward to the poster of the long video, staying on the land of Asia, which can stimulate the little wave flower belonging to the Chinese story.
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