Nasarar Netflix ta kasance ta hanyar fasaha mai girma, amma a bayansa akwai falsafar gabaɗaya wacce ta sa ta yi tasiri. Tsarin da ke tilasta wa miliyoyin mutane danna maballin ja da fari, cikin sauƙin yin watsi da al'adar kallon fina-finai a cikin gidajen sinima da shirye-shiryen talabijin a TV.
Sannu! Efim Gugnin nan! Yau za mu yi ƙoƙarin gano yadda Netflix ke aiki. Don yin hakan, dole ne mu ɗan ja da baya.
1997. Intane yana samun karbuwa kuma a halin yanzu yana haɗa kwamfutoci miliyan 10 measly.
Mutane suna kallon jerin shirye-shiryen TV da fina-finai a gidajen wasan kwaikwayo, ta USB ko watsa shirye-shiryen talabijin, ko bidiyo na haya. A cikin waɗannan lokutan ƙalubale, Reed Hastings ɗan shekara 37, tsohon soja kuma ma'aikacin Peace Corps, yanzu injiniyan kwamfuta kuma ɗan kasuwa, yana samun dama.
Tare da abokinsa Mark Randolph, ya buɗe kasuwancin haya na DVD kuma ya kira kamfanin Netflix.
Me yasa caca? Na farko, kasuwar hayar bidiyo kusan gaba ɗaya ta mamaye Blockbuster, wanda a bayyane yake ba ya gaggawar barin matsayinsa na jagora. Na biyu, a lokacin ƙaddamar da Netflix, tsarin DVD ɗin ya kasance kawai na 'yan watanni kawai, nasarar kasuwancinsa ba ta da tabbas, kuma yawancin gidaje sun dogara da kaset na VHS. A ƙarshe, maimakon barin abokan ciniki su yi hayan fina-finai daga shagunan bidiyo na tsohuwar hanyar, Hastings ta yanke shawarar yin aiki ta kan layi kawai tare da isar da fayafai zuwa gidajensu.
Kuma ko da yake wannan yanzu ya zama kamar wuri na kowa kuma, bisa ga dukkan alamu, mafita mai dacewa, yawancin 'yan kasuwa a cikin 1997 a gaskiya ba su fahimci shi ba: me yasa abokin ciniki zai yi amfani da wasu hanyoyin sadarwa da kuma yin odar DVD a gida lokacin da kawai za su iya sauka daga kujera kuma su je kantin sayar da Blockbuster mafi kusa, wanda a lokacin ya kasance a zahiri a ko'ina.
Amma ba kamar su ba, Hastings ya fahimci sauƙi mai sauƙi, amma muhimmiyar gaskiya ga shekarun dijital mai zuwa: mutane ba sa son sauka daga kan kujera.
Ka san abin da mutane ke so ko da kasa da sauka daga kan kujera? Cika takarda, sanya hannu kan kwangiloli, ƙididdige yawan kuɗin aikawa da aikawa da aikawa, da kuma sanya ranaku cikin firgita a kalandar don gujewa, Allah ya kiyaye, bacewar ranar haya tare da ci tarar da ba ta dace ba a kan kuɗin yau da kullun.
Netflix yana so ya rage duk waɗannan ƙananan matsalolin, da alama wajibai waɗanda wasu kamfanoni suka yi watsi da su kawai, suna ɗaukar su ba tare da izini ba, zuwa mafi sauƙi na ayyuka: danna - karɓa - kallo - aikawa.
Netflix ya karɓi duk takaddun, kuma a cikin 1999, har ma ya maye gurbin haya na lokaci ɗaya tare da biyan kuɗi mara iyaka na wata-wata. Yanzu, komai wahalar da suka yi, abokan ciniki ba za su iya rasa haya ba. Sai dai idan sun sace shi, wanda, abin ban mamaki, ya kasance al'ada ta gama gari tsakanin masu laifi a shekarun 1990 da 2000.
Tunanin biyan kuɗi mara iyaka ya gamu da shakku, don sanya shi a hankali. Manazarta sun yi hasashen cewa tsarin zai zama mara amfani, kuma ba kawai saboda mayaudaran "barayin diski ba." Bayan haka, abokan ciniki za su iya hayan fina-finai da yawa da za su wuce farashin biyan kuɗi kawai.
Wannan ba duka ba ne mai wahala, musamman tunda sabis na isar da Netflix yana da sauri sosai. Maimakon jigilar komai daga ofishin tsakiya kamar sauran kamfanoni, Hastings yana da ofisoshi cikin hikima a duk faɗin Amurka, kuma daga baya a Kanada, ta yadda mutane a kowace jiha za su iya karɓar fayafai da sauri.
Kuma a wannan lokacin, tsoro na masu shakka ya kusan zama barata: wasu abokan ciniki sun wuce wannan iyaka da ba a rubuta ba. Duk da haka, ba da daɗewa ba aka ƙirƙiri tsarin kariya don yaƙar irin waɗannan "masu cin mutunci" na gida, ba musamman masu gaskiya ba amma cikakkiyar doka - an san shi da Throttling.
Manufar ita ce: idan Netflix yana da kwafin guda ɗaya, ka ce, "Maza a Baƙar fata" sun bar a cikin ma'ajinsa, kuma abokan ciniki biyu sun ba da umarnin a lokaci ɗaya, za a aika kunshin ga wanda ya yi hayar ƙasa akai-akai. Abokin ciniki na biyu zai jira kunshin ya zo daga wani wuri na Netflix.
Amma ko da wannan tsarin ba zai iya ceton kamfanin daga asarar: ta 2000, Netflix ya fara rasa riba a hankali. A wani lokaci, masu Blockbuster har sun yi ƙoƙarin siyan kamfanin. Ba a taɓa cimma yarjejeniya ba. Blockbuster ya ki amincewa da farashin dala miliyan 50 na Hastings kuma, ba shakka, ya yi kuskure mai tsanani.
Koyaya, isarwa da sauri da biyan kuɗi mara iyaka kawai ba su isa don tabbatar da matsayi mai ƙarfi a cikin cunkoson kasuwar hayar bidiyo ba. Bugu da ƙari, a farkon 2000s, Netflix yana da masu fafatawa waɗanda ke rungumar intanet da sadarwar abokin ciniki mai nisa. Hatta Blockbuster mai ra'ayin mazan jiya ya kaddamar da nasa sabis na bayarwa.
Don haka menene ya sa Netflix ya fice? Na farko, abin da ke ciki. Masu fafatawa na Netflix ba su yi tunani sosai a cikin ɗakunan karatu na fina-finai ba.
A Blockbuster, cikakken kashi 70% na kasidarsu ta ƙunshi sabbin fitowar.
Netflix yana da 30 kawai.
Sauran sune fina-finai na tsawon shekaru da nau'ikai, daga litattafansu na shiru zuwa grinderhouse. Kamfanin ya yi ƙoƙari don biyan kowane dandano, gami da na musamman, kuma yana faɗaɗa ɗakin karatu a koyaushe. Yayin da ake ƙaddamar da shi, kundin tarihin su ya ƙunshi fina-finai 952 kaɗai—waɗanda kawai ake samu a DVD a lokacin—a shekara ta 2005, adadin ya ƙaru zuwa 35,000.
Amma abin da ya bambanta Netflix shine algorithms. Matsakaicin sarkar microservices da ƙananan shirye-shirye masu zaman kansu sun dace da rukunin yanar gizon ga kowane mai amfani. Suna zaɓar fina-finai da jerin shirye-shiryen TV waɗanda suka fi dacewa don jan hankalin mai amfani, suna tabbatar da dawowa akai-akai.
Mahimmanci, canji ne na dijital ga waɗancan matalauta, ma'aikatan haya masu gundura waɗanda suka yi ƙoƙari su warware sha'awar abokan ciniki.
Na farko irin wannan algorithm, Cinematch, ya yi nasara wajen zabar fim 75% na lokaci. Nasara a ma'anar cewa fim ɗin da aka ba da shawarar ya karɓi maki ± 0.5 daga ƙimar fim ɗin wanda ya haifar da shawarar.
Cinematch yayi la'akari da dalilai da yawa: na farko, fina-finai da kansu, an tsara su ta hanyar nau'i, shekara ta saki, darekta, da kuma actor; na biyu, ƙimar kwastomomi guda ɗaya, gami da jerin fina-finan hayar su da waɗanda suka yi layi; kuma a ƙarshe, ƙimar duk masu amfani da Netflix.
Wannan tsarin ya taimaka wa Cinematch guje wa jita-jita kamar, "Idan kun kalli Fiction Pulp kuma kuka ba shi babban ƙima, to za a ba da shawarar Dogs Reservoir." Cinematch ya zana kwatance mai zurfi da yawa dangane da ƙimar wasu masu amfani, galibi yana ba da sakamako waɗanda ba a bayyane suke ba.
Ga yadda yake aiki: bari mu ce ka yi oda kuma ka ƙididdige darajar "Almarar Ƙarfafawa." Cinematch ya nemo wasu mutanen da su ma suna da kima sosai "Fiction Fiction." Cinematch sannan ya duba wasu fina-finan da wadannan mutanen suka yi mata kima sosai kuma, alal misali, kwatsam, ya gano cewa mutane da yawa suna darajanta "Babe the Four Legged Baby."
Yana kwatanta adadin waɗannan mutane kuma yana ƙididdige yuwuwar ku da kan ku kuna son Babe. Da zarar an gama, sai ta ci gaba da sarkar, tana haɗa fina-finai masu kama da juna. Cinematch zai iya ba da shawarar gargajiya, masu fafutuka, da fina-finai masu zaman kansu, ba tare da iyakance shawarwarin sa ga fitattun fina-finai ba.
Tabbas, ya dogara ne akan busasshen lissafi. Amma, ba kamar sauran tsare-tsare masu kama da juna waɗanda aka daidaita akan sanannun sunaye da nau'ikan nau'ikan ba, ya fi kwaikwayi wani abu mai kama da kalmar baki, jerin shawarwarin ɗan adam na gaske daga mutane masu irin wannan dandano.
Kuma, a cewar wani labarin New York Times, wannan tsarin ya haifar da mutane a duk faɗin Amurka suna ba da hankali sosai ga sakin masu zaman kansu, gami da waɗanda ba su sami kuɗi mai yawa a gidajen wasan kwaikwayo ba.
Misali, an yi imanin cewa Netflix ya ceci fim din Francis Ford Coppola na "Tattaunawa" daga mantawa. Ba shi yiwuwa a samu a cikin shagunan haya na bidiyo kuma ba a nuna shi a talabijin ba.
Amma 75% bai isa ba don Reed Hastings.
Ba shi ne wanda zai daidaita don "mai kyau," kuma a cikin 2006, Netflix ya ƙaddamar da gasa don ƙirƙirar sabon tsarin shawarwari tare da kyautar kyautar $ 1 miliyan.
A cikin 2009, ƙungiyar BellKor's Pragmatic Chaos ta sami lambar yabo - algorithm ɗin su ya yi kyau fiye da Cinematch da cikakken 10%.
Algorithm na Netflix yanzu yana aiki ba kawai tare da ƙimar masu amfani ba (mutanen da ke da irin wannan dandano), amma kuma tare da bayanan alƙaluma-jinsi, tsere, da wuri. Haka kuma, Netflix ya keɓance komai ga mai amfani, har zuwa jerin abubuwan fina-finai da jerin sa.
Kwanan nan, Skynews ta tayar da abin kunya: sun lura cewa Netflix yana nuna fastoci na musamman ga masu amfani da baƙar fata, waɗanda aka gabatar da haruffa baƙar fata a kan gaba, koda kuwa a cikin fim ɗin da kansu suna taka ƙaramin rawa.
Don haka, yayin da kuke amfani da Netflix, ƙarin bayanan da rukunin yanar gizon ke tattarawa game da ku, kuma ƙarin keɓance shafin sa na gida yana bayyana. Mai ban tsoro? Wataƙila. Amma a fili, yana aiki.
A cikin 2007, Netflix ya ba da sanarwar gwajin beta na The Watch Now, sabon sabis yana ba abokan ciniki zaɓi na kallon fina-finai akan layi ta hanyar yawo maimakon hayan DVD. Wannan shine kakannin kai tsaye na Netflix da muka sani a yau. Ba kamar yawancin masu fafatawa ba, waɗanda shaharar intanit ta yi musu cikas kuma suka jefa su cikin fatara, kamar yadda ya faru ga Blockbuster, Netflix ya shirya don canji.
Tun daga farkon, Netflix ya rungumi shekarun dijital don sauƙaƙe ƙwarewar kallo da ƙirƙirar tsarin shawarwari. Ba lallai ne ka sauka daga kan kujera ba don karɓar bayarwa.
Cibiyoyin rarrabawa a duk faɗin Amurka sun samo asali zuwa cibiyoyin sadarwa na sabobin da ke saurin watsa fina-finai daga babban kasida zuwa ko'ina cikin duniya, duk a cikin mafi girman ma'anar.
Algorithms na ci gaba suna haifar da miliyoyin shawarwari kowane daƙiƙa don kiyaye abokan ciniki su kamu da kallo, da kallo, da kallo, da kallo…
Tun daga 2013, Netflix, wanda ya riga ya sami kwarewa wajen ƙirƙirar fina-finai na asali, ya fara samar da abun ciki na asali don sabis ɗin sa. Silsilar farko don ɗaukar alamar Netflix Original ita ce House of Cards, daidaitawar jerin sunayen BBC na 1999.
Zaɓin, ba zato ba tsammani, shima ya dogara ne akan busasshen lissafi: ainihin ma'auni na Biritaniya masu amfani da Netflix suna neman su sosai. A cikin 2015, Netflix ya fara haɗin gwiwa tare da Marvel, wanda, duk da haka, ya ƙare. A cikin 2016, bayan sake fasalin, kamfanin a karshe ya fadada fiye da nahiyar kuma ya fara aiki a kasashe 150 a duniya.
A cikin 2017, Netflix ya sami Millarworld, gidan buga Mark Millar, marubucin wasan ban dariya Kick-Ass da Kingsman. A cikin 2018, ya kulla yarjejeniya da Paramount don haɗin gwiwar shirya fina-finai, kuma a wannan shekarar, ya sami lambar yabo ta Oscar na farko don Mafi kyawun Hoto na Alfonso Cuaron's Roma. Kwanan nan, a cikin 2019, Netflix ya sanya hannu kan yarjejeniya tare da Dokin Duhu don haɓaka jerin tushen littafin ban dariya.
Kamfanin a fili bai nuna alamun raguwa ba: tun daga 2013, sun fitar da fina-finai 249 da fiye da jerin talabijin 400, ba tare da la'akari da waɗanda suka sami haƙƙin bayan samarwa ba. Suna da tsare-tsare da yawa, gami da sabbin fina-finai daga Martin Scorsese, Ron Howard, Charlie Kaufman, Zack Snyder, Noah Bomback, da kuma, abin mamaki, Michael Bay.
Tabbas, Netflix har yanzu yana da batutuwa da yawa waɗanda ba a warware su ba: wani bakon manufofin yanki, wanda abokan ciniki a cikin ƙasashe kamar Rasha ke biya daidai da waɗanda ke cikin Amurka amma suna karɓar ɗakin karatu na fina-finai da jerin TV waɗanda suka fi ƙanƙanta sau goma; babban adadin abun ciki na gaskiya-na biyu, musamman a tsakanin fina-finai masu mahimmanci; kuma a ƙarshe, hanyar da ba ta dace ba don sakin wasan kwaikwayo - har yanzu abin kunya ne cewa Scorsese's Roma da The Irishman ba za a iya gani a babban allo a wajen Amurka.
Amma babu musun cewa Netflix, kamar masu fafatawa da masu fafatawa kamar Amazon Prime da Hulu, sun canza fim da masana'antar TV har abada. Abubuwan da ke ciki sun ninka sau goma, gasa ta ƙara ƙaruwa, kuma ƙarami, fina-finai masu zaman kansu a ƙarshe sun sami hanyar wucewa ta gidan wasan kwaikwayo, wanda manyan fina-finai suka mamaye. Jerin ba sai sun jira watsa shirye-shiryensu da cibiyoyin sadarwar kebul don ba su isassun ramummuka a cikin fitowar wasan kwaikwayo.
Kuma tasirinsu bai takaitu ga bangaren kirkire-kirkire na harkar fim ba. Netflix, kuma saboda dalilai na tallace-tallace kawai, yana ciyar da fannin fasaha na masana'antar fim gaba tsawon shekaru da yawa. Misali, a cikin 2018, kamfanin ya haramtawa masu yin fim na asali ga kamfanin yin amfani da kyamarori na AR-Alexa (mafi shahara a Hollywood, ku tuna).
Wannan saboda matsakaicin ƙudurin goyan bayan sa shine 3,2K, yayin da ma'aunin Netflix yana buƙatar 4K. Bayan rikice-rikice da rikice-rikice, ARRI ta fito da sabuwar kyamara tare da firikwensin 4,5K.
Netflix har ma yana buƙatar masu yin sa suyi amfani da fasahar HDR da Dolby Atmos, kuma kwanan nan ya ƙaddamar da Netflix Post Technology Alliance, shirin bunkasa fasahar yin fim. Yanzu, duk kayan aikin, daga kyamarori zuwa software, waɗanda suka dace da ƙa'idodin kamfanin na iya amfani da tambarin kamfanin.
Ya rage a ga inda ci gaban zai kai ga fasaha a wannan karon. Wataƙila duk fim ɗin mawaƙa ba da daɗewa ba za su bar gidajen wasan kwaikwayo masu daɗi don ayyukan yawo. Watakila streaming zai kawo karshen tsawan lokaci na blockbusters a cinema.
Ko kuma wata kila wani abu ya faru... Amma tabbas zai faru. A cikin 2019, kallon Netflix ya fara raguwa a karon farko tun daga shekarun 2000, kuma a fili kamfanin ba zai zauna ya kalla ba.
Bayan haka, aikinmu ne, masu kallo, mu zauna mu kalla.
Na gode da kasancewa tare da mu. Kuna son labaran mu? Kuna son ganin ƙarin abun ciki mai ban sha'awa? Goyon bayan mu ta hanyar ba da oda ko ba da shawara ga abokai, Rangwamen 30% ga masu amfani da Habr akan keɓaɓɓen analogue na sabar matakin shigarwa, wanda mu muka ƙirƙira muku: (akwai tare da RAID1 da RAID10, har zuwa 24 cores kuma har zuwa 40GB DDR4).
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source: www.habr.com
