broke the world, and Netflix, which has always been secretive about its broadcast data, has revealed its broadcast volume.
This time, Netflix didn’t just cram sporadic data into the shareholder’s quarterly report as it did at the beginning of the year. Instead, it disclosed in detail the TOP10 views of homemade movies and homemade dramas from October 2018 to October 2019. .
In the shareholder letter at the beginning of this year, Netflix broke the convention and disclosed low-key the data of the self-made popular science fiction thriller "Blindfold Your Eyes" and the popular self-made dramas "You" and "Sex Education". The former has been watched by 80 million users, and the number of users who watched the latter two films is also above 40 million. These numbers
shocked Netflix's "friends" and raised some questions.
is shocked that with 158 million subscribers worldwide, Netflix’s subscribers for a work can still reach 1/4 or even 1/2, which shows the stickiness and activity of users.
doubts that Netflix has exposed too little playback data, and there is a suspicion of "reporting the good and not the worry" to set off the highlights and please shareholders. After all, as a content supermarket, it is really too flattering to only talk about the "No. 1 Scholar" works.
originally thought that Netflix would continue to be so cold, and look at the mood to throw some data "talking" to the industry-after all, as early as the beginning of its establishment in 2012, it had made it clear that it would never participate in Hollywood ratings and box office. War.
didn't expect it to come and tell me this time.
"Stranger Things" ranks first in the series with 64 million views. Why can't Netflix, which has always regarded the views as the top trade secret, couldn't hold it back? When the industry leaders begin to change their attitudes towards broadcast volume, is it reasonable for our "hot value" to be supreme? If the answer is no, what kind of data transparency do we need? The volume of
is "real", but it may not necessarily be "sincere" in general
.
may be related to the high cost of data fraud under the Hollywood-Silicon Valley system, and the playback data given by Netflix has very little water—at least from the data standard.
Netflix only considers more than 70% of the clicks to be viewed as valid on-demand, and a subscriber only counts once. Even if the subscriber purchases an account that can be shared by 2 or 4 people, the playback volume will not be calculated repeatedly. In addition, the calculation period of the broadcast data is only within 4 weeks after the film and series are launched.
compares with domestic 6-8 minutes/time, and an account can be counted repeatedly to calculate the effective playback volume, and Netflix's playback volume can be regarded as strict.
The most expensive Netflix package can be shared by 4 devices.
However, Netflix's cautious play volume exposure has released public confidence in the market.
From a quantitative point of view, the top 7 views of self-made movies and the top 5 views of self-made dramas, the number of viewing subscribers exceeds 1/4 of the total number of subscribers. With a huge user base and active content consumption, this is the basic market for a good market;
From a qualitative point of view, Netflix subscribers favor youth themes. The content is young, and the user portrait is younger. In the
movie list, the 4th and 5th "Perfect Date" and "Girl I'm the Highest" are all campus youth comedies; the fantasy drama "Stranger Things" in the drama series, the science fiction drama "Umbrella Academy", and the small fresh comedy " "Sex Education" and the Western-language drama "Famous School Storm" are all youth-oriented works.
left "Perfect Date"; right "Prestigious School Storm"
From the perspective of star cooperation, the results are also blooming everywhere.
Whether it is the veteran "Sweetheart" Sandra Bullock ("Blindfold Your Eyes" on the list) or the outdated "Comedy King" Adam Sandler ("Murder Mystery" on the list), as long as it is The big names that Netflix has invited heavily, maybe the reputation of the works will collapse, but the volume of broadcasts will not collapse.
Netflix's second-largest movie "Murder Mystery" has a Douban score of only 6.1
. It shows muscles from all levels of market, users, and industry.
Combination Recently, Disney, Apple, and Warner have become more frequent and tighter in the streaming media market.The purpose of Netflix's announcement of the broadcast data this time is also very clear: to show strength, lock in more favorable cooperation, and give newcomers to the streaming media player's prestige.
However, the data released by Netflix this time has still been questioned by many Hollywood production companies and TV stations. Because of its calculation method of "viewing more than 70% and counting period of 4 weeks", is not "compatible" with any current third-party playback data. Incompatible
means no comparison. Even if
counts the number of viewers, Netflix's homemade dramas still cannot be compared with other popular dramas like HBO's "Game of Thrones" and CBS's "Big Bang Theory".
Maybe, Netflix's careful thinking is also here. Publish data, but only moderately transparent. It not only demonstrated strong strength, accepted market supervision, but also avoided excessive unnecessary vicious competition. The popularity value of
is "smooth", but there are many problems.
In January 2019, almost at the same time that Netflix chose to disclose the broadcast volume for the first time, Youku made the same choice as iQiyi and also announced the closure of the front-end broadcast.
So far, the minority obeyed the majority. In the domestic streaming media competition, the broadcast volume has gradually lost its hard currency status, and the era of popularity has come in full swing.
falsified broadcast volume at that time was almost a standard configuration. When the fake data seriously confuses the audience and affects the order of market competition, it is understandable that video websites choose to use more dimensional "hot value" instead of simple and crude "play volume".
However, the "hot value" is always a soft standard rather than a "hard standard". There is also a qualitative difference between it and the playback volume. If one has to replace the other, some problems will always be left.
bears the brunt of the problem of uncommon "heat value".
In the era of broadcast volume, although the counting standards of each company are slightly different, at least the unit of "/person" can be unified, and the self-made content of each platform is more likely to be at the viewing level.
is now replaced by a heat value, and a set of calculation methods for video websites have turned the rankings in the station into a closed arena. Competitors cannot have a healthy dialogue and exchange what is needed. The popularity of
platforms cannot be unified. Is there an authoritative third-party data that can be used as a measure of the popularity of content on the entire network? I am afraid it will be difficult.
Since the platform stopped updating the front-end broadcast volume, the mainstream data service providers in the industry have developed their own popularity value: Maoyan has developed a real-time network-wide popularity, Yien has developed an exclusive broadcast index, and Kuyun has developed a real-time network Attention; Yunhe and Guduo have also developed their own label popularity index.
Although these popularity values have many names, the factors that affect their values are nothing more than the following:
first, platform broadcast popularity, that is, the number of front-end broadcasts that are still open, and the cross-screen viewing rate of set-top boxes, smart TVs and OTT platforms Fitting, and comprehensive statistics of interactive data such as platform user comments and barrage.
Second, media popularity, that is, comprehensive statistics on search index, number of related news, discussion volume and reposting.
Third, the popularity of social networks, that is, the comprehensive statistics of relevant data on Weibo, WeChat and even short video social platforms. The logic of
is similar, but most of the algorithms seek to "justify themselves", and the final rankings are also quite different. No one can convince anyone.
There is a big difference in the ranking of different data platforms in the same day's popularity. The
standard is accurate and unique.
If every algorithm that "occupies the top of each mountain" can be vague and justified, the seemingly multidimensional and scientific popularity value will never become a measurement and can only be reduced to a market endorsement tool.
data is innocent, and moderate transparency is healthy.
From industry experience, to measure the performance of a drama, three indexes are actually needed: broadcast index, public opinion index, and word-of-mouth index. In layman's terms,
means: whether to make a profit or not to be hot, good or not.
The market is changing, and the audience is full of tastes. Today, we have been able to separate the relationship between word-of-mouth and broadcasting: there is no positive correlation between word-of-mouth and broadcasting, and good works are not necessarily popular, and vice versa.
But for the subtle relationship between public opinion and broadcastingYes, many people haven't noticed it yet. "Hot value" is an indicator that confuses the public opinion index with the broadcast index.
In fact, from the data released by Netflix this time, it can be seen that the works with high volume of views are not necessarily the works with the highest public opinion discussion.
For example, "Umbrella Academy" on the drama list, almost no one expected that it would rank second with 45 million views.
After all, this overhead science fiction drama, although at the beginning of the broadcast, caused a wave of discussion with the popularity of the original and the actor Alan Page, but it soon became popular with the public as the plot collapsed.
On the degree of social discussion, it is not as good as "Sex Education" on the sidelines of the sword. On the degree of media discussion, it can't catch up with "Unbelievable" on the topic of sexual assault.
Objectively speaking, the evaluation system of episodes without air volume is incomplete. The
data has no original sin. We are not calling for all platforms to reopen the front-end broadcast volume, but to disclose some of the broadcast data where possible. This will not only help all parties to accurately assess the market, but also promote more healthy competition.
In fact, iQiyi has been doing similar data on the Internet's big list. Every month, there are top 10 "effective movie viewers" in the box office list. If
can also make similar broadcast data public on the drama, it might not be a selfish and altruistic thing. After all, data is not only an economic indicator, performance appraisal, but also an effective monitoring mechanism.
【Text/Snare Drum】
