John UM
For most animated powders, the name “Netflix” should be no stranger. Take the platform of the most intimate 650 yen monthly package on the platform (excluding tax). The contracted users can watch all the TV drama resources in the station during the agreement period, which is a typical fixed-price sheet-type audio and video distribution service. The “Netflix” program list not only covers many domestic and overseas movies and TV series, but also a wide variety of animations. There are both “Pokémon” and “Navigation King”, which are suitable for the whole family. You can also find the latest late-night animations like “pop and pipi beauty”. For animation fans to open up another new world for fun. .
Looking at the Japanese animation distribution market, there are many similar brands such as “dアニメストア”, “Banda Channel” and “Hulu”. Why can “Netflix” win such high attention? .
First of all, I have to mention the scale of “Netflix”. “Netflix” claims to be the world’s largest streaming media distribution platform, and the launch of the program on the network flight means that it has 117 million viewers in more than 190 countries around the world! .
Just like the producer of “Netflix”, the official title of “Chongpu in Netflix” is “コンテンツアクイジションアニメディレクター”, which is the full-time person in charge of animation content development and resource promotion). With a huge audience of hundreds of millions of people, Netflix must make the audience of all countries a top priority for its own product development. The form of the work can be described as diverse, but sci-fi, action, and magic still dominate the overwhelming majority. .
For a long time, the popularity of Japanese animation in overseas has always remained high, but this is only a superficial scenery. From around 2005, genuine Japanese animation has not only been banned by foreign TV media, but also due to the piracy. Suffering from heavy losses and serious injuries. At this critical juncture, it is the network distribution that reinvigorates the Japanese animation. .
In the distribution market, “Netflix”, which has an overwhelming market share, is actively pursuing a “multi-lingualization” strategy to meet the needs of audiences in various countries. This initiative has also become the most effective tool for further attracting overseas users. . .
In addition, the ability to help users discover works is another magic weapon of “Netflix”. The works on Netfair are not mechanically arranged, and the calculations of the corresponding programs can list the works that best suit their tastes in an orderly manner. For example, according to the user’s viewing record, a special avatar symbolizing the type of work is set for the group that loves a certain type of work to cater to the different hobbies of various users. Chongpu defines this “guess you like” of its own platform as “the non-one-sided positive push function unique to Netflix”. .
Then there is, in the net fly here, to give children a chance to get in touch with the old fashions of the past. For the younger viewers who choose to watch the Internet, the old film enjoys the same treatment as the new movie, and has the same charm. Whenever and wherever, the moment when you log in to Netflix to watch the show, it will always be the first day of the (TV station) screening. In this way, not only opened the situation for the new work, but also provided the excavation space for the old work. This approach can popularize more popular animations of the past to younger audiences. Some of them are similar to the replays of TV stations. It is important to know that many famous Japanese animations are focused on fire. In the future, some of the old film resources will also be transferred to the animation distribution. .
Of course, the most attention-grabbing is the original animation of “Netflix”, and Netflix’s support for animation projects also began in the planning stage. January 5, 2018 is an iconic historical moment. On that day, under the supervision of Yuasa Shimizu, Science SARU undertook the animation production of “DEVILMAN crybaby” officially distributed in the net flight. Previously, “Netflix” also launched several animations of original selling points, but the drama opened the first line of “not broadcast on TV stations, dedicated to network distribution”. In other words, this is only available on the network platform. In order to enjoy the “solo” works. . The reason why
is not broadcast on TV stations is because there is a reason why it is difficult to broadcast on TV stations. In order to maximize the energy of Yongjinghao’s original work, Tang Shaozhi and his production team introduced a large amount of large-scale violence in this work. Sexual description, if it is in accordance with the standards of the ground wave, it will certainly not be able to maintain the present.
Oki has claimed that “Netflix” is to provide “opening” support for “the bottom line of TV broadcasts”, but it is necessary at the creative level. Moreover, Netfair also attaches great importance to the cultivation of the “advantage” of such distribution. .
In this game of water testing, “DEVILMAN crybaby” is a blockbuster and widely acclaimed. At the same time, the film is also one of the most optimistic animation works in the statistics of “Netflix”. In addition to Japan, the click-through rate in overseas countries has also achieved good results. It is said that due to the considerable performance of the work, objectively, the multiple animations that follow up form a high pressure, and instead, the punches squeezed a cold sweat. .
In March of the same year, “Netflix” launched a new round of action, “B: The Beginning” produced by Production I.G, and “A.I.C.O. Incarnation” by BONES. “B:” is not a loser to the thrilling suspense structure of overseas film and television dramas, and “A.I.C.O.” is a near-future SF drama that follows the “boy meets girl”. Then in April, Fanworks’s comedy essay “Chong Bar Liezi” was also put on the shelves. And the above several parts are not broadcast on TV stations, breaking the industry pattern of TV stations in a single step. .
In addition, these original works have also implemented a new challenge to the production budget. “Netflix” has not announced the specific amount paid for the purchase of each part of the animation distribution rights. However, according to legend, some of the agreements have been covered by the purchase price alone. Most of the animation production costs. In addition, “Netflix” boldly abandoned the original mainstream production committee and directly signed an agreement with the animation company. Since Netflix only pays the right to purchase the work, the production company can retain other rights, that is to say, the cooperation with “Netflix” is conducive to the production of the company’s business activities related to its own rights. Therefore, the production company must operate It will usher in a big change. .
On the one hand, viewers can enjoy high-quality animation more conveniently. On the other hand, producers can sell their own creations to potential animated fans around the world, while ensuring the interests of the production company. Carrying out business operations sounds like a wonderful dream created by Netflix. .
However, everything is inseparable from both sides. Some voices pointed out that the volume of the “Netflix” platform itself, whether the media influence has greatly magnified the original strength of the above works. If one day, NetFly suddenly withdraws from the animation market and no longer buys Japanese animation. At that time, high-quality works can only be established by relying on the operation of Netfair, which is just the announcement of high-quality Japanese animation at that moment. End. .
In an effort to dispel the Japanese doubts, Ouchi said that “Netflix” will focus on long-term and sustainable development. However, without standing on the table, home runs will be impossible to talk about, so in the future, Netflix will continue to focus on the development, production and promotion of animation to adults, and actively stand on the stage. .
In January 2018, “Comprehensive Business Cooperation” between “Netflix” and Production I.G and BONES was considered as a concrete step to actually fulfill its promise. It can be understood from the information released from the outside world that this is a medium- and long-term investment cooperation project that produces multiple animations over a period of several years. In view of the impressive record of IG and BONES in the target market for high-age audiences, the “Netflix” initiative to throw out the olive branch and build a long-term win-win cooperation with the goal of “long-term project and multiple outputs”. System. .
It is estimated that there will be some people who have the concern that “the wine is also afraid of the deep alley”. After all, through the spread of TV media, the works are recognized by the public, winning popularity, and then driving around, music, and offline activities. Sale of related goods and services. In the current domestic environment where the audience is still limited, the payment distribution of the payment distribution is far less than the ordinary TV program. Whether it is good or bad, it depends on the future growth of “Netflix”.
Therefore, on “AnimeJapan 2018” held on March 24th and 25th, Netfair took the initiative to promote its animation works for the first time, such as stage performances and booth displays, and took the opportunity to convey to the market the animation on the “Netflix” platform. It has a wide range of inclusions. .
Of course, the Japanese animation industry will not completely evolve into a distribution platform for both the present and the future. Some of the works will still be launched in the same way as the production committee or in collaboration with the toy company. “Netflix” is not intended to act as a terminator to subvert or replace the Japanese animation industry. It just wants to be an integral part of the entire industry, providing a new way of making films in order to achieve the goal of expanding the performance of existing works. Japan’s animation industry has contributed its own strength. .
In addition, with the injection of high capital from “Netflix” to purchase the distribution, the budget for animation production in Japan has been forced to rise, which objectively has some positive impact on the industry. I believe that the business model associated with it will follow. The changes of the times have gradually changed. Whether Netflix can get bigger and bigger is still an unknown number, but it is certain that NetFlying will attract more attention in the future. .
References: .
18 May VOL.48 “Febri”