《鱿鱼游戏》爆火，Netflix找到了亚洲内容本土化密码？_老虎社区_美港股上老虎

《鱿鱼游戏》爆火，Netflix找到了亚洲内容本土化密码？

虎嗅2021-10-02

一二三木头人、抠糖饼、打弹珠……无论你打开社交媒体还是短视频平台，韩剧《鱿鱼游戏》里的几个游戏片段总是反复出现，围绕这个剧的话题也似乎瞬间就侵入了全网。截至目前，该剧在微博的话题阅读量已超15亿，而在抖音，带有该剧名的短视频总播放量已超30亿。不只是国内，这部剧的热度已经蔓延到了全球。因为是由Netflix出品，这部剧集在开播后就同时推向了190多个国家，据Netflix公布的数据，该剧在亚洲...

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121

中国ChinaATM
·2021-10-03
我爱了
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Schemppho
·2021-10-03
棒棒
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1
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Paulyang
·2021-10-03
Netflix大胆地选取别人不敢用的剧本，结果取得空前成功！
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1
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小虎小虎小小虎
·2021-10-03
666
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1
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- 小虎小虎小小虎:
  666
  2021-10-03
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Linda2240
·2021-10-02
[微笑]
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3
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- Linda2240:
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  2021-10-02
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- ming_5868:
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  2021-10-03
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hangyuliang
·2021-10-02
[微笑]
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- hangyuliang:
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  2021-10-02
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yuliang559
·2021-10-02
[微笑]
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- yuliang559:
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  2021-10-02
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liuxiangwei
·2021-10-02
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- liuxiangwei:
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  2021-10-02
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Mingzu
·2021-10-02
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- Mingzu:
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  2021-10-02
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瀚妈
·2021-10-02
We
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benice
·2021-10-02
太人性了
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- 瀚妈:
  Ok
  2021-10-02
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whalePower
·2021-10-02
好看
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- whalePower:
  不错
  2021-10-02
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AdelineLing
·2021-10-02
不错哦
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Moonchj
·2021-10-02
不错
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khe
·2021-10-02
Like and comment pls
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Mei9899
·2021-10-02
[微笑]
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Sarandos已公开称：该剧将成为Netflix迄今为止最受欢迎的非英语系列剧。\n回想此前，让你产生“全世界都在看，我再不看就落伍”这种错觉的，还有一部名为《王国》的韩剧。这部同样由Netflix出品的韩剧从2019年第一季开播后就成为热议话题，去年第二季开播，豆瓣上也有17万人打出了8.3的高分。\nNetflix出品“席卷全球”的现象不算少见，但此前大多都是如《纸牌屋》此类的欧美剧。如今在海外市场上，Netflix怎么成为了爆款韩剧的推手？传统概念里，流媒体出海基本上只是输出翻译过后的影视作品，但Netflix为什么在制作海外的本土化内容，并且还能成功向全球输出？\nNetflix的全球策略与亚洲模式\nNetflix是如何大获成功的故事已经被讲过太多。2013年《纸牌屋》一炮而红，在播出当季为Netflix带来300万新增会员、同比增长18%的收入，也使其获得了引领美国电视行业重构的地位。同时作为流媒体的一个成功样本，Netflix也成为了包括中国在内的全球流媒体玩家们所研究、模仿的对象。\n但能够在大众层面获得如今这般影响力，得益于Netflix的全球化战略。2016年开启全球化战略的Netflix同时在全球130个国家上线，正式从一家美国公司转变为全球媒体公司。2017年第三季度，Netflix的国际付费用户数就已经正式超过了美国付费用户数。\n《鱿鱼游戏》\n出海至今，Netflix已经形成了出海的通行方法论及战略。\n先是在运营方面，解决当地可能存在的带宽和网络问题，确定适宜当地的订阅费与网站功能，和本地移动运营商、电视品牌合作等等。其次在内容层面，最初主要是大批量购买版权内容，快速增加本地内容来冷启动，紧接着便是做本土原创剧的开发。\n相比运营方面更标准化的策略，做内容这种“非标品”显然更加复杂，更不用说是去海外市场上去做不同地域、文化背景的内容。费力制作后却拿出“不伦不类”、不被当地观众认可的作品的可能性极大。\n为了保证本土化的实现，Netflix采取了直接投资当地的内容团队，或是与当地内容出品方合作的方式。启用本土精良的制作团队的同时，强调给予对方高度自由的创作空间。撰写《王国》剧本的编剧金银姬曾在采访中表示，如果没有Netflix《王国》就不可能制作，“他们从来没有对我发过去的剧本说No，反而很好奇故事在接下来的发展。”\n《王国》\n在几次试错后，Netflix就可以逐步摸清楚当地的内容消费偏好、风格以及合作流程，然后用更具优势的好莱坞制作标准、更高级别的资金投入来提升内容品质，最终产出和本地内容拉开差距的作品。兼具异域文化和好莱坞水准的作品，也就使得Netflix同时实现了内容本地化与本地内容的国际化。\n今年二季度，Netflix亚太市场实现营收7.99亿美元，占总营收比例为11%，付费用户数新增102万至2788万。在Netflix的划分的四大海外市场（北美市场、欧洲、中东和非洲市场、拉美市场、亚太市场）里，亚太地区营收占比虽然最小，但却是付费用户新增最快的市场。\n而在亚太市场中，韩国可以说是Netflix投入最大的地方。负责Netflix韩国和亚洲地区内容的主管金敏英在今年3月Netflix举办的活动上给出了具体数据——从进入韩国至今，Netflix共投资了7700亿韩元的韩国内容资源，仅是今年就计划投资五亿美元来制作韩国内容。\n这背后原因其实很清晰：一是因为韩流在全球已经打下了影响力基础；二是因为韩国本身文娱行业发达，有足够人才和技术；三则是因为韩国网络建设的成熟。\n但Netflix在韩国市场上的成功也并非一蹴而就，庞大投资金额有很大一部分在最初被用来试错。\n2017年Netflix的第一部自制韩剧《我唯一的情歌》播出后遭遇滑铁卢，直至2019年上线的剧集才逐渐有了不错的口碑。并且在《王国》这部剧出现后，Netflix才算是真正摸清楚了韩剧如何能同时满足当地观众和全球观众口味。\n\n《萌、确幸和轻松熊》\n和在韩国的情况类似，Netflix在2015年就进入日本，但其制作的第一部剧集《内衣白领风云》也没有多大水花。之后Netflix依然在剧集、真人秀等内容类别上进行尝试，推出了如《全裸导演》这样在全球市场上出圈的作品，但同时也将重心更多放在了动漫上。原创日本动画片和漫改真人剧集不仅发挥出了日本二次元文化的优势，也能够帮助Netflix积累起区别于迪士尼合家欢风格的差异化动漫内容。\n当然，印度和华语这两个庞大市场Netflix也绝对不会放弃。\n尽管中国大陆市场尚无法进入，Netflix还是选择了从台剧做“曲线突破”。在最早推出的《彼岸之嫁》《罪梦者》《极道千金》“华语三部曲”未获成功后，去年定位悬疑题材的《谁是被害者》口碑终是有了起色。\n\n相比中国市场，印度市场的阻力则相对较小。\nNetflix CEO Reed Hastings也对这块市场寄予厚望——在2019年，他曾公开表示Netflix下一个一亿用户很可能就来自印度。为此，Netflix在印度的投入量也相当大，近几年计划产出作品的数量均在两位数，既有类似于《神圣游戏》这类融合美剧风格和印度故事的影视剧，同时也有大批原创电影。\n此外在东南亚市场中几个关键的国家是新加坡、马来西亚、菲律宾和泰国，Netflix在近几年也都有剧集和电影推出。Ted Sarandos也曾表示，Netflix对于亚太地区的每个国家都有非常具体的举措。\n本土化内容，不得不做\n从Netflix这几年来在亚太市场上的探索不难看出，将做原创本土内容作为出海策略，绝对是又费钱又费时的“累活”：\n前期投入资金试错是必经过程，而这个“爆款随机产生”的过程并不短，不论哪个国家基本上都是要花费三年以上才能摸清思路。后期即便找到了风格节奏，也依然要维持每个作品的高投入、大制作，由此才能够保证内容品质，以及在众多本地和海外的竞争者中保持自身优势和差异化。\n这一整个过程，都少不了有足够的资本去持续投入原创内容产出，那么全球范围内，除了Netflix，也就只有迪士尼等几个巨头有这样的资本实力。\n以往迪士尼的本土化，留给大众的印象基本上就是将海外的民间传说、神话故事拿来以好莱坞的方式进行IP改编，电影《花木兰》就是最典型的案例之一。这种方式本质上其实是将异域文化做国际化，严格来说并不算是真正做本土化。毕竟迪士尼数量庞大的IP就已经可以全球传播，并且还有主题乐园这一方式来实现其全球化战略。\n但在2019年推出Disney+后，这一流媒体平台和Netflix一样要面对如何打入海外市场的问题。而迪士尼同样也选择了要做海外本土内容：在2020年的投资者大会上，迪士尼曾宣布到2024年为止，Disney+计划开发50部海外自制剧。\n做本土化内容即便是费时费力费钱，但似乎已成为海外扩张的一条必经之路。\n迪士尼给出的原因不难理解：Disney+作为后来者，要开拓全球几大拥有人口红利、但同时竞争者众多的市场，依靠老IP和购买当地的版权剧换来的竞争力早已不够，必须得产出海外本土原创剧来吸引当地用户成为付费会员。\n而从先驱者Netflix来看，做海外本土内容其实还有另一层必要性。\n将内容制作主动权掌握在自己手里，是保证平台不受制于人的关键，这也是留在Netflix“基因”里的认知。曾经北美六大传媒集团既把控所有主流公共电视网，又掌握内容制作公司和发行渠道，其他流媒体平台想要内容必须要等待一个极长的窗口期。同时当电视台已经感知到流媒体带来的威胁后，也不可能再卖出内容给自己的竞争对手。Ted Sarandos就曾明确表示：“我们需要脱离第三方内容制作方，建立自己的内容制作链条和关系。”\n\n2018年Netflix与韩国tvN合拍《阳光先生》\n而在海外市场上，相似的情况其实有增无减。本地传媒公司或电视台往往都会为了保证自身优势，严格限制窗口期和合作模式。2016年至2018年，韩国几家传统电视媒体都拒绝将首播卖给Netflix，电视台播出后一个月才允许Netflix上线。Netflix只能选择先投资合作，以合拍的方式获得期限内的首播权和独播权。之后在2018年，几部由Netflix与电视台合拍的剧集其窗口期很快就缩短为一个小时。\n美国两大巨头之外，反观出海的中国流媒体，做本土化内容也在其计划中。\n中国出海玩家的首站都选择了有地缘优势、文化相近的东南亚市场，策略是先输出国内原创内容，充分利用文化的亲近性来保持住优势；之后在此基础上，再去做本土化的内容制作，进一步打开市场。\n就目前来看，做本土化内容仍在计划之中。爱奇艺、腾讯视频的出海行动重心还是在做华语内容的聚合和输出，以及拿下更多本土化内容的版权。\n另外，选择与和当地媒体、电视台合作或是直接收购当地流媒体也是中国玩家的“加速”策略，例如2019年爱奇艺与马来西亚媒体品牌Astro达成合作，爱奇艺的iQIYI 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