FY2026Q2 电话会逐字稿
发言人
点击某位发言人,只突出显示其发言;再次点击恢复| 姓名 | 职位 | 机构 | 段落 |
|---|---|---|---|
| Ted Sarandos | Co-CEO | Netflix | 23 |
| Spencer Wang | VP of Finance and Capital Markets | Netflix | 18 |
| Greg Peters | Co-CEO | Netflix | 17 |
| Spence Neumann | CFO | Netflix | 5 |
● 公司管理层 / 主持人 ● 外部分析师
P00100:00
Spencer WangVP of Finance and Capital Markets
Good afternoon, and welcome to the Netflix Q2 2026 earnings interview. I'm Spencer Wang, VP of Finance and Capital Markets. Joining me today are co-CEOs Ted Sarandos and Greg Peters, and CFO Spencer Neumann. As a reminder, we will be making forward-looking statements and actual results may vary. We'll now take questions submitted by the analyst community. We'll begin with a question on our guidance and our business outlook. This question comes, "Driver of FX-neutral revenue growth slowing from 12% year-over-year in 2Q to 11% year-over-year as the guidance for the third quarter suggests." Spence, do you want to take that?
下午好,欢迎参加 Netflix 2026 年第二季度财报访谈。我是财务与资本市场副总裁 Spencer Wang。今天与我一同出席的有联席首席执行官 Ted Sarandos 和 Greg Peters,以及首席财务官 Spencer Neumann。提醒大家,我们将作出前瞻性陈述,实际结果可能会有所不同。现在我们将回答分析师群体提交的问题。我们首先从关于业绩指引和业务展望的问题开始。这个问题是:“按固定汇率计算的营收同比增速从第二季度的 12% 放缓至第三季度指引所显示的 11%,背后的驱动因素是什么?”Spence,你想来回答这个问题吗?
P00200:41
Spence NeumannCFO
Yeah, sure. Thanks, Steve. Look, we don't manage the business on a quarter-to-quarter basis. Our goal is to sustain healthy revenue and profit growth. We talk about that in our letter every quarter. We're guiding, as you say, to 12% revenue growth in Q3 reported, 11% FX neutral. The Q3 revenue drivers are very similar to Q2. It's primarily growth in our subscription revenue from increases in memberships and pricing and higher ads revenue. We continue to see healthy acquisition and retention trends on the membership side, and our recent price adjustments are going well on the pricing side. Now recall, there is a little bit of quarter-to-quarter choppiness in growth because last year was more back-half weighted. That may be a little bit of what you see in the deceleration, but honestly, it's not what we manage to. We manage to the full year.
好的,当然。谢谢,Steve。你看,我们并不是按季度来管理业务的。我们的目标是维持健康的营收和利润增长。我们在每个季度的股东信中都会谈到这一点。正如你所说,我们对第三季度的业绩指引是报告营收增长 12%,按固定汇率计算增长 11%。第三季度的营收驱动因素与第二季度非常相似,主要来自会员数量增加和定价提升带来的订阅营收增长,以及更高的广告营收。在会员方面,我们继续看到健康的获客和留存趋势;在定价方面,我们近期的价格调整进展顺利。回想一下,由于去年的增长更多集中在下半年,因此季度之间的增速会有一些波动。这可能是你看到的增速放缓的部分原因,但坦率地说,这不是我们管理的目标。我们是按全年来管理业务的。
P00301:29
Halfway through the year, we're making strong progress against our goals, and we're tracking to our financial plan for 2026. We expect to deliver another strong year with, as you see in the guide, 13%-14% top-line growth for the full year. That's roughly 12% FX neutral, or about $6 billion of incremental revenue year-over-year. By the way, when we finish 2026, it's worth saying also that in many ways, we're still just getting started as a company. We're entertaining an audience approaching a billion people with still lots of room to grow into our addressable market on every measure. We're under 45% penetrated into addressable households around the world. It's roughly 800 million addressable households. We're capturing, we think, just 7% of addressable revenue market. It's about $670 billion of addressable revenue in the countries and categories in which we operate today.
今年过半,我们在实现目标方面取得了强劲进展,并且正按计划推进 2026 年的财务规划。正如你在指引中看到的,我们预计今年又将是一个强劲的年份,全年营收将增长 13%-14%。按固定汇率计算大约增长 12%,即同比增加约 60 亿美元的增量营收。顺便说一句,当我们走完 2026 年时,值得一提的是,在很多方面,作为一家公司我们才刚刚起步。我们正在为接近 10 亿人的观众提供娱乐服务,在各个维度上,我们在潜在市场中仍有巨大的增长空间。我们在全球潜在家庭中的渗透率不到 45%,全球潜在家庭大约有 8 亿户。我们认为,我们目前仅占潜在营收市场的 7% 左右。在我们目前运营的国家和品类中,潜在营收市场规模约为 6700 亿美元。
被引用:↩ 基本面档案 · 投资要点↩ FY2026Q2 季度复盘 · 结论摘要↩ FY2026Q2 季度复盘 · 业绩与指引↩ FY2026Q2 季度复盘 · 电话会要点 · 需求与增长驱动↩ FY2026Q2 季度复盘 · 管理层口径变化↩ FY2026Q3 季度复盘 · 结论摘要↩ FY2026Q3 季度复盘 · 业绩与指引↩ FY2026Q3 季度复盘 · 管理层口径变化↩ 估值 · 方法选择↩ FY2026Q2 电话会解析 · 核心判断↩ FY2026Q2 电话会解析 · 管理层发言解析 · CFO `Spence Neumann`(财务指引、可触达空间与资本配置) ×2↩ FY2026Q2 电话会解析 · 问答解析 · 1. 营收增速节奏与长期渗透空间(提问汇总:`Spencer Wang` 串场 P001)|回答质量:直接↩ 指引与语气 · 核心结论↩ 指引与语气 · 指引演变
P00402:20
We estimate that we're only about 5% of TV view share globally. We're delivering on our 2026 plan, and we believe we've got lots and lots of runway for a solid growth ahead of us.
我们估计我们在全球电视观看份额中仅占约 5%。我们正在兑现 2026 年的计划,并且我们相信未来仍有非常广阔的稳健增长空间。
P00502:31
Spencer WangVP of Finance and Capital Markets
Thanks, Spence, for that thorough answer. I'll now move us along to the topic of engagement, where we do have several questions. This first one is from Rob Sanderson of Loop Capital Markets. His question is, "Management has stated that engagement quality is improving even as reported viewing hours per member have softened. Can you help investors understand what internal metrics provide confidence and how these translate into lower churn, pricing power, higher ads monetization, et cetera? At what point would slow growth in total viewing hours become a concern?
谢谢 Spence 详尽的回答。现在我将把话题转到用户参与度(engagement)上,这方面我们有几个问题。第一个问题来自 Loop Capital Markets 的 Rob Sanderson。他的问题是:“管理层曾表示,尽管报告的每会员观看时长有所走弱,但参与度质量正在改善。能否帮助投资者理解,哪些内部指标给了管理层信心,以及这些指标是如何转化为更低的流失率、定价权、更高的广告变现等的?在什么情况下,总观看时长增长放缓会成为一个令人担忧的问题?”
P00603:10
Greg PetersCo-CEO
I'll take this one and unpack it a bit since I know that there's plenty of interest in this topic. Start by saying there is not a linear relationship between view hours and revenue and profit, because all hours are not created equal. All hours don't provide the same kind of value to the business. A really great example of this is live programming. Live events do a lot of lifting for us for acquisition. They're good for monetization. They drive ad revenue, fandom. They're also a promotional platform. They do not yield typically as many raw view hours. Live, we expect, will be 5% of our content budget this year, but we think that'll only be 1% of view hours. Having said that, six out of top 10 new member sign-up days over the past 5 years have come from live events.
我来回答这个问题并稍微展开拆解一下,因为我知道大家对这个话题非常感兴趣。首先我要说的是,观看时长与营收和利润之间并不是线性关系,因为并非所有观看时长都是等价的。并非所有时长都能为业务提供相同类型的价值。一个非常好的例子就是直播节目。直播赛事在获客方面为我们发挥了很大作用。它们有利于变现,能够推动广告营收和粉丝热情,同时也是一个宣传推广平台。但它们通常不会产生那么多的原始观看时长。我们预计,今年直播将占我们内容预算的 5%,但我们认为它只会占观看时长的 1%。话虽如此,在过去 5 年中,新会员注册量最高的 10 个单日里,有 6 个来自直播赛事。
P00704:00
If you compare that to another content category, take animation series, kids' family TV, it's also about 5% of our content spend, the same amount of spend, but it's going to drive, we expect, 8% of view hours. Same spend and 8x the raw view hours. You can see the differences there, even though because as indicated by the amount that we're investing in both those categories being the same, we think they're doing the same value for the business. We're constantly looking to improve across every dimension of engagement. We look at these as 3 dimensions: quality, variety, quantity, because they taken collectively drive acquisition, they drive retention, they drive the value that our consumers and our advertising partners ascribe to our service. We described in the last few earnings calls the progress we've made on quality over the years.
如果将其与另一个内容品类进行比较,比如动画剧集、儿童与家庭电视节目,它也占我们内容支出的约 5%,即相同的支出金额,但我们预计它将推动 8% 的观看时长。相同的支出,原始观看时长却是 8 倍。你可以看到其中的差异,尽管正如我们在两个品类中投入相同金额所表明的那样,我们认为它们为业务创造了相同的价值。我们一直在寻求全面提升参与度的各个维度。我们将参与度视为 3 个维度:质量、多样性和数量,因为它们共同推动了获客、推动了留存,也推动了消费者和广告合作伙伴对我们服务所认可的价值。在过去几次财报电话会议中,我们已经介绍了这些年来我们在质量方面取得的进展。
P00804:50
We're not going to go into the details of that quality metrics because frankly, it's taken years for us to develop it and vet it and assess it and improve it, we think that those details are a competitive advantage. We're also continue to expand the variety of our entertainment offering. You see us launch new types of content like live, like video podcasts, cloud TV, games. Those are all doing different things in our portfolio to support different needs from our members. Then on quantity, view hours grew 2% in the first half of 2026. That's an incremental 1.5 billion hours relative to the same period last year. It's a slight acceleration compared to 1.5% growth in 2025. Just to be very clear, like all those other dimensions, we remain focused on continuing to grow that number.
我们不会深入透露该质量指标的细节,因为坦率地说,我们花了好几年时间才开发、检验、评估并完善它,我们认为这些细节是我们的竞争优势。我们也在继续扩大娱乐内容供给的多样性。你可以看到我们推出了新的内容类型,比如直播、视频播客、云电视、游戏。这些在我们的内容组合中各自发挥着不同作用,以支持会员的不同需求。然后在数量方面,2026 年上半年观看时长增长了 2%,与去年同期相比增加了 15 亿小时的增量时长。与 2025 年 1.5% 的增速相比略有加速。需要非常明确的是,就像所有其他维度一样,我们依然专注于继续提升这一数字。
P00905:38
Better understanding how we are doing at delivering member value, member love, is critical to our business. We get it. We geek out on improving that understanding, operationalizing that understanding. With regard to engagement, when I started about 20 years ago, we had one number to describe engagement, hours. Just flat hours, no waiting, no adjustments, very similar to how we've evolved other metrics in the business since then, we've gone through about a dozen major iterations of our understanding that. We get more and more sophisticated because we know ultimately it's combined quality, variety, and quantity of engagement that translates into satisfaction and value for members. That drives the strong business outcomes we see right now. Industry-leading retention.
更好地理解我们在交付会员价值和赢得会员喜爱方面的表现,对我们的业务至关重要。我们深知这一点。我们非常痴迷于加深这种理解,并将其付诸日常运营。至于参与度,大约 20 年前我刚加入公司时,我们只有 1 个数字来描述参与度,那就是小时数。只是单纯的小时数,没有加权,也没有调整;就像从那以后我们在业务中演进其他指标一样,我们对参与度的理解也经历了大约十几次重大迭代。我们的衡量方式变得越来越精细,因为我们知道,最终正是参与度的质量、多样性和数量的结合,转化为了会员的满意度和价值。这推动了我们目前看到的强劲业务成果,以及行业领先的留存率。
P01006:28
We see increased willingness to pay, strong advertiser demand, those ultimately drive the top-level metrics of our business, revenue and operating profit, which are really the ultimate signs of our health.
我们看到了更高的付费意愿和强劲的广告主需求,这些最终推动了我们业务的顶层指标——营收和营业利润,而这才是反映我们业务健康状况的终极标志。
P01106:39
Ted SarandosCo-CEO
Thanks, Greg.
谢谢,Greg。
P01206:41
Spencer WangVP of Finance and Capital Markets
I have this visual of you geeking out, Greg. It's hard to see Spencer geeking out, but I can see Oz geeking out.
我脑海里已经浮现出你痴迷钻研的画面了,Greg。很难想象 Spencer 痴迷钻研的样子,但我能想象出 Oz 痴迷钻研的样子。
P01306:48
Ted SarandosCo-CEO
Those are 20 years of debates and wonkiness.
那是长达 20 年的争论和钻研。
P01406:54
Spencer WangVP of Finance and Capital Markets
Well, let me geek out on the next question.
好吧,那让我来钻研一下下一个问题。
P01506:56
Ted SarandosCo-CEO
Yes
好的。
P01606:56
Spencer WangVP of Finance and Capital Markets
which comes from Steven Cahall of Wells Fargo. His question is, "Amortization expense for content growth is accelerating in 2026. How is the slate performing and what metrics are we watching to see how this growth in content drives increased member value? How do we think about the expense acceleration converting into revenue acceleration?
这个问题来自 Wells Fargo 的 Steven Cahall。他的问题是:“2026 年内容摊销费用的增长正在加速。目前内容片单的表现如何?我们在观察哪些指标来衡量内容增长如何推动会员价值提升?我们如何看待费用加速增长向营收加速增长的转化?”
P01707:21
Ted SarandosCo-CEO
Let me take that, Steve. Look, I think when it comes to programming spend, there are three really important takeaways. First to remember is that the vast majority of our programming spend goes into the core TV series and film, where we have a really strong track record, more than a decade, of translating those investments into value for our members and returns for the business. I'm going to come back to that core in just a second, but the second one is that we're really disciplined investors. There isn't some hyper-acceleration of content investment. We grow the content spend slower than revenue, while we're continuing to invest in a huge addressable market. We're forecasting content expense up about 10% this year. It's a little higher than the 8% we averaged over the last five years, and below the 14% that we averaged over the past decade.
我来回答这个问题,Steve。我认为谈到内容节目支出时,有 3 个非常重要的要点。首先要记住的是,我们绝大部分的节目支出都投向了核心的电视剧集和电影领域,在这方面我们拥有长达 10 多年的出色往绩,能够将这些投资转化为会员的价值和业务的回报。我稍后会再回到核心业务,但第 2 点是,我们是非常守纪律的投资者。内容投资并没有出现某种超高速增长。我们在继续投资于庞大潜在市场的同时,使内容支出的增速低于营收增速。我们预计今年内容费用将增长约 10%。这比我们过去 5 年平均 8% 的增速略高一些,但低于我们过去 10 年平均 14% 的增速。
P01808:12
The third thing we want you to remember here is that when we expand into new entertainment offerings, new initiatives for our members, and we do it where we believe we have the right to win. We look for the positive signals before we invest at material scale. This is our MO, it's been our MO for some time. You ask how the slate's performing. There's a lot to be happy with in Q2. "I Will Find You" was our biggest launch of an original series this year. "Swapped" is on track to become the second biggest original animated film, right behind K-Pop: Demon Hunters, which is exciting.
我们希望大家记住的第 3 件事是,当我们向新的娱乐产品、面向会员的新举措拓展时,我们只会在我们认为自己有把握获胜的领域出手。在大规模投资之前,我们会先寻找积极的信号。这是我们的行事方式(MO),而且我们这样做已经有一段时间了。你问到内容片单的表现如何。第二季度有很多令人满意的地方。《I Will Find You》是我们今年首播规模最大的原创剧集。《Swapped》有望成为我们第 2 大原创动画电影,仅次于《KPop Demon Hunters》(K-Pop: Demon Hunters),这令人振奋。
P01908:45
Speaking of K-Pop, we have K-dramas like "Teach You a Lesson," which is on track to become the second most watched South Korea show ever globally, and it's on track to be our biggest series in South Korea of all time. There's a show called "The Polygamist," who probably is not on your radar, maybe, Steve. It's out of EMEA. It's another great example of our understanding of the local markets and the local regions. "The Polygamist" was a popular novel from Zimbabwe more than 10 years ago, from an author named Sue Nyathi. The teams adapted that into a soapy series for South Africa, where it's now a huge hit and is traveling all over the region and all over the world.
说到 K-Pop,我们有像《Teach You a Lesson》这样的韩剧,它有望成为全球有史以来观看量第 2 高的韩国剧集,也有望成为我们在韩国有史以来规模最大的剧集。还有一部剧叫《The Polygamist》,Steve,这部剧可能不在你的关注范围内。它来自欧洲、中东和非洲地区(EMEA),是我们理解本土市场和本土区域的又一个绝佳例子。《The Polygamist》是 10 多年前津巴布韦一位名叫 Sue Nyathi 的作家所写的热门小说。团队将其改编成了面向南非市场的肥皂剧集,现在它在当地大获成功,并正在整个地区乃至全世界走红。
P02009:27
In Latin America, we've got a big season that just came back for "Rosario Tijeras." This was a show that started its life as a licensed show from TV Azteca in Mexico. After three successful seasons, we picked it up and produced an original Season 4, Season 5, and just greenlit Season 6. You're seeing the slate perform around the world, which is a real differentiated part of our business. With that said, with the core, we're also really pleased with the investment so far in our live programming. It plays a really important role, as Greg mentioned earlier, driving acquisition, accelerating ad revenue, fueling conversation, helping us to launch new shows. It's also helping us to understand what are the benefits of live over the entire catalog. We're ramping up our live event slate.
在拉丁美洲,我们的《Rosario Tijeras》刚刚回归了重磅新一季。这部剧最初是从墨西哥 TV Azteca 授权引入的剧集。在成功播出 3 季之后,我们接手并制作了原创的第 4 季、第 5 季,而且刚刚批准制作第 6 季。你可以看到我们的内容片单在世界各地都表现出色,这是我们业务真正具有差异化的部分。话虽如此,除了核心业务之外,我们对目前在直播节目上的投资也感到非常满意。正如 Greg 刚才提到的,直播发挥着非常重要的作用,能够推动获客、加速广告营收、激发话题讨论,并帮助我们推出新剧集。它也帮助我们理解直播对整个内容库能带来哪些好处。我们正在加大直播赛事片单的投入。
P02110:19
You saw the Kevin Hart roast in Q2, the Major League Baseball Home Run Derby earlier this week. What was really fun at the Derby, we produced an original and exclusive Hot Ones special, that we shot on a baseball field, to promote Will Ferrell's new series, "The Hawk," which just launched today, actually. I think it's a cool example of the intersection between our core, that core series, "The Hawk," our expansion into new exclusive creator content with Hot Ones, with Sean Evans, who's a best-in-class creator. We're thrilled to be in business together. Plus live sports, all coming together on a baseball field and on Netflix around the world. The result there is a highly attractive, scalable return on content investment, and it ladders up to healthy business metrics that Greg just detailed, and our strong growth in revenue, dollar profit, and profit margin.
大家在第二季度看到了 Kevin Hart 吐槽大会,以及本周早些时候的美国职业棒球大联盟(MLB)全垒打大赛(Major League Baseball Home Run Derby)。在全垒打大赛上非常有趣的是,我们在棒球场上拍摄并制作了一期原创独家《Hot Ones》特别节目,用来宣传 Will Ferrell 的新剧《The Hawk》——实际上这部剧今天刚刚上线。我认为这是一个很酷的例子,展示了我们的核心业务(即核心剧集《The Hawk》)、我们与顶尖创作者 Sean Evans 合作《Hot Ones》向独家创作者新内容的拓展(我们非常高兴能一起合作),再加上体育直播,这三者在棒球场上以及全球的 Netflix 平台上交汇融合。其结果是带来了极具吸引力且可扩展的内容投资回报,并共同支撑起 Greg 刚才详细阐述的健康业务指标,以及我们在营收、利润额和利润率方面的强劲增长。
P02211:14
Spencer WangVP of Finance and Capital Markets
Thanks, Ted. Our next question on engagement comes from David Joyce of Seaport Research Partners. The question is, "Attention is being raised that your second season viewing of series is dropping and therefore affecting engagement growth. How would you address this? Are you going to revert to releasing one episode at a time, or making longer seasons with more episodes, or managing the production process so there is less time between seasons?" Ted, you want to take that?
谢谢,Ted。下一个关于参与度的问题来自 Seaport Research Partners 的 David Joyce。问题是:“外界开始关注到你们剧集第 2 季的观看量有所下降,并因此影响了参与度增长。你们将如何应对这一问题?你们会改回每次更新 1 集的模式,还是制作集数更多的更长季,亦或是管理制作流程以缩短季与季之间的间隔时间?”Ted,你想来回答这个问题吗?
P02311:42
Ted SarandosCo-CEO
Yeah, thanks for asking, David. I really appreciate the question, because in aggregate, we are not seeing any material change in our second season viewing compared to Season 1s. Our second seasons are performing well within our bands of expectation. Very often we see drop-off from Season 1 to Season 2. It's very common in the industry. It's even more so with us because we launch our shows so big. Our global reach, our discovery mechanism, releasing all at once, this enables us to find a very large audience early. Our shows tend to start really big, while most other places, their shows start pretty small and occasionally grow from there For example, I just mentioned "The Polygamist" from South Africa. That show has already had 24 million views in five weeks, and it's still charting.
好的,感谢提问,David。我非常感谢这个问题,因为总体而言,与第 1 季相比,我们并没有看到第 2 季的观看量出现任何实质性变化。我们的第 2 季剧集表现良好,完全符合我们的预期范围。我们经常会看到从第 1 季到第 2 季出现观看量回落,这在行业内是非常普遍的现象。对我们来说更是如此,因为我们剧集首播时的声势非常浩大。我们的全球覆盖能力、内容发现机制以及全集一次性上线的模式,使我们能够在早期就找到非常庞大的受众群体。我们的剧集往往起步规模极大,而在大多数其他平台上,剧集起步规模很小,只是偶尔在此基础上逐步增长。例如,我刚才提到的来自南非的《The Polygamist》,这部剧在 5 周内已经获得了 2400 万次观看,而且仍在榜单上。
P02412:32
When we look across the entire portfolio, across all the regions, all the content categories, our Season 2 fall-off is actually slightly improved this year relative to last year. Now, of course, you can pick any five data points to tell any story you want, but I'm going to repeat this. Our Season 2 fall-off is actually slightly improved this year relative to last year, no changes in release strategies.
当我们纵览整个内容组合、所有地区以及所有内容品类时,今年我们第 2 季的回落幅度实际上比去年略有改善。当然,你可以随便挑出 5 个数据点来讲述任何你想讲的故事,但我要重申这一点:今年我们第 2 季的回落幅度实际上比去年略有改善,因此我们不会改变上线发行策略。
P02512:58
Spencer WangVP of Finance and Capital Markets
Thanks, Ted. The next question comes from Vikram Kesavabhotla of Baird. Last quarter, you shared that the World Baseball Classic was a significant driver of sign-ups in Japan. What have you observed with respect to the retention and engagement of these members since then? How has this influenced your perspective on the value of regional live programming?
谢谢,Ted。下一个问题来自 Baird 的 Vikram Kesavabhotla。上个季度你们分享道,World Baseball Classic 是日本市场新用户注册的重要驱动力。自那以后,你们观察到这些会员的留存和参与度情况如何?这又如何影响了你们对区域性直播节目价值的看法?
P02613:23
Ted SarandosCo-CEO
Great. Thanks for asking. We talked about this a lot last quarter. World Baseball Classic on Netflix in Japan was a huge hit. It became our most-watched program ever in Japan. It was the biggest baseball streaming event ever. World Baseball Classic is kind of like these other big live events, they behave a lot like our returning seasons of our big shows. They drive disproportionate sign-ups, because of that acceleration, they can exhibit slightly higher churn. The results are exactly consistent with that trend and in line with our expectations and all of our modeling. We're thrilled, we're continuing to lean into live events because they have a big outsized positive on the business. They drive conversation, drive net acquisition.
很好,感谢提问。上个季度我们对此谈了很多。日本 Netflix 上的 World Baseball Classic 取得了巨大成功。它成为了我们在日本有史以来观看量最高的节目,也是有史以来规模最大的棒球流媒体赛事。World Baseball Classic 与其他大型直播赛事类似,它们的表现很像我们重磅剧集的回归季。它们会推动超常规模的新用户注册,而由于这种加速注册,它们可能会表现出略高一些的流失率。实际结果与这一趋势完全一致,也符合我们的预期和所有模型测算。我们对此感到非常兴奋,并会继续加大对直播赛事的投入,因为它们对业务有着巨大的正向带动作用。它们推动了话题讨论,并带动了净获客增长。
P02714:09
We're going to continue to build out that global live event calendar and expand it to include some regional live events as well.
我们将继续充实全球直播赛事日历,并将其扩展至涵盖一些区域性直播赛事。
P02814:17
Spencer WangVP of Finance and Capital Markets
Great. I'll now move us on to a series of questions around content strategy. We have actually two that are pretty similar, I will do my best to combine them. They're from Robert Fishman of MoffettNathanson and Rich Greenfield of LightShed Partners. First from Robert Fishman, to bundle with other streaming services like Peacock or even consider a streaming channel store to compete with Amazon, YouTube, or Roku. On a related point, Rich Greenfield asks, while it's only been a few weeks, the integration of TF1 in France, is that integration driving higher engagement for Netflix, including non-TF1 content? Do you think there is a meaningful opportunity for Netflix to become a distributor or platform for third-party streaming services around the world?
太好了。现在我将把话题转到围绕内容战略的一系列问题上。实际上我们有 2 个非常相似的问题,我会尽量把它们合并起来。它们来自 MoffettNathanson 的 Robert Fishman 和 LightShed Partners 的 Rich Greenfield。首先是 Robert Fishman 的问题:是否会与其他流媒体服务(如 Peacock)进行捆绑销售,甚至考虑推出流媒体频道商店以与 Amazon、YouTube 或 Roku 竞争?在相关问题上,Rich Greenfield 问道:法国 TF1 的整合虽然才进行了几周时间,但这一整合是否在推动 Netflix 更高的参与度(包括非 TF1 内容)?你们认为 Netflix 是否有可观的机会成为全球第三方流媒体服务的分销商或平台?
P02915:08
Greg PetersCo-CEO
I can take this one. Since the very beginning when we launched our streaming service, we've always sought to expand the entertainment offering we've got in that service. We wanted to provide more value for our members. Our members consistently tell us that they want more from us. We see that in usage behavior. We see it in any kind of testing or modeling we do around the space. I would say that fulfilling on that customer desire for more has really been the driver for growth for our business for the last two decades. This partnership with TF1 is yet just another approach to expanding that offering. We're just adding to the range of capabilities that we have to do that and the mechanisms we have to do that. We built a leading streaming entertainment service by combining an unparalleled selection of high-quality programming, best-in-class product experience.
我来回答这个问题。从我们推出流媒体服务最开始的那一刻起,我们就一直在寻求扩大该服务中的娱乐内容供给。我们希望为会员提供更多价值。我们的会员一贯告诉我们,他们希望从我们这里获得更多内容。我们在使用行为中看到了这一点,在围绕该领域进行的任何测试或建模中也看到了这一点。我想说,满足客户对更多内容的渴望,确实是过去 20 年来我们业务增长的驱动力。与 TF1 的这项合作只是扩大内容供给的又一种方式。我们只是在增加实现这一目标的能力范围和机制。通过将无与伦比的高质量节目选择与一流的产品体验相结合,我们打造了领先的流媒体娱乐服务。
P03015:57
We've got a global footprint, big reach, and the ability then to deliver huge audiences, deep engagement, industry-leading monetization. Whether through licensing or through new partnerships like TF1, we believe that we can help other producers, other services maximize the value, the relevance of the content that they invest in by finding those bigger audiences. We have many examples of this effect, including now in this new model with TF1. We also believe that such partnerships are good for our members. They enhance the variety of our offering. They're also effective for our business, and it's early in the TF1 partnership. We're literally four weeks in, there's a bunch that we'll learn through this process, but we are pleased with the performance we are seeing in that integration.
我们拥有全球布局、广泛的触达能力,从而能够带来庞大的受众群体、深度的参与度以及行业领先的变现能力。无论是通过内容授权,还是通过像 TF1 这样的新合作模式,我们相信,通过找到更庞大的受众群体,我们能够帮助其他制作方和其他服务商最大化其所投资内容的价值和相关性。关于这种效应我们有很多例子,包括现在与 TF1 合作的这一新模式。我们也相信这类合作对我们的会员是有益的。它们增强了我们内容供给的多样性,对我们的业务也很有成效。目前与 TF1 的合作还处于早期阶段,才刚刚过去 4 周,在这个过程中我们还有很多东西要学习,但我们对目前在该整合中看到的表现感到满意。
P03116:47
We've been able to enhance our already compelling service for our French members with even more local French programming we know that they want to watch. We've seamlessly integrated the TF1 product experience in a way where it supports their brand, but it also keeps things distinct, we actually think this approach is advantageous for both them and for us. We don't have anything new to announce today. We're going to continue to learn. There's a lot that we'll dig into over time. We also think that there's a lot we can improve in the product experience already that we've seen. If we see additional deals that similarly serve our members, that work for our partner, that work for us, we'll certainly consider them.
通过增加更多我们知道法国会员想要观看的法国本土节目,我们得以进一步增强本就对法国会员极具吸引力的服务。我们以一种既支持 TF1 品牌、又保持各自特色的方式无缝整合了 TF1 的产品体验,我们认为这种方式对他们和我们双方实际上都是有利的。今天我们没有新的合作要宣布。我们将继续学习,随着时间的推移还有很多值得深入挖掘的地方。而且就目前所见,我们认为在产品体验方面也有很多可以改进的空间。如果我们看到其他同样能服务好我们的会员、对合作伙伴行之有效、对我们也行之有效的合作机会,我们当然会予以考虑。
P03217:34
Spencer WangVP of Finance and Capital Markets
Thanks, Greg. Robert Fishman has another question in this category. What's the opportunity for Netflix to launch a FAST platform, given the rapid engagement growth in that space? Could Netflix library programming be used as an on-ramp for new subscribers, or would you be open to adding third-party licensed content to compete with other FAST channels for incremental ad dollars?
谢谢,Greg。Robert Fishman 在这个类别下还有另一个问题:鉴于免费广告支持流媒体电视(FAST)领域的参与度快速增长,Netflix 推出 FAST 平台的机会如何?Netflix 的片库节目是否可以用作吸引新订阅用户的入口,或者你们是否愿意引入第三方授权内容,以与其他 FAST 频道竞争增量广告收入?
P03318:01
Greg PetersCo-CEO
Yeah. If you go back more than a decade, when we transitioned from one tier, one offering to a set of offerings, we've been consistently seeking to expand the range of those offerings. Think about that as price and plan choices and widen the spread of those, give customers more options, more range of choice, both at the lower end and also on the premium side. Maintaining and increasing accessibility, especially as we expand our content offering around the world, add new customer segments, that's a critical focus and goal for us. Also, optimizing long-term revenue is the other big goal. A free offering could make sense in some markets, we have to be thoughtful about cannibalization of paid tiers. We've got to ensure that we've got the right offering, the right differentiation of that offering.
好的。如果回溯到 10 多年前,当我们从 1 个档位、1 种产品过渡到一系列产品组合时,我们就一直在寻求扩大这些产品的覆盖范围。你可以将其理解为价格和套餐选择,并拉大它们之间的跨度,在低端和高端两个方向都为客户提供更多选项和更大的选择范围。保持并提升服务的可及性——尤其是当我们在全球范围内扩大内容供给、增加新的客户群体时——这是我们的关键重心和目标。同时,优化长期营收是另一个重大目标。免费产品在某些市场可能是合理的,但我们必须审慎考虑它对付费档位的蚕食效应。我们必须确保拥有合适的产品设计,以及该产品合适的差异化定位。
P03418:49
It's probably also worth noting that having an effective scaled ads business in any candidate country for such an offering is clearly an important enabling factor to make those economics work. That's all to say that free is something that we're going to continue to consider, but we have no near-term plans to launch something.
可能还值得一提的是,在任何此类产品的候选国家拥有高效且具规模的广告业务,显然是使这种经济模型跑通的重要支撑因素。总而言之,免费模式是我们会继续考虑的事情,但我们近期没有推出此类产品的计划。
P03519:06
Spencer WangVP of Finance and Capital Markets
Great. Thanks, Greg. Next is from John Hodulik of UBS. With the addition of video games and more recently vertical video clips and podcasts, what other content formats are interesting from a long-term roadmap perspective, and how should we gauge the success of these initiatives?
太好了,谢谢 Greg。下一个问题来自瑞银(UBS)的 John Hodulik。随着电子游戏以及最近竖屏视频片段和播客的加入,从长期路线图的角度来看,还有哪些其他内容形式值得关注?我们又该如何衡量这些举措的成功与否?
P03619:26
Ted SarandosCo-CEO
Well, let's not get into areas that we may be exploring here, and let's not pre-announce anything. I am pleased with the early progress we're making with vertical clips for choosing on mobile and certainly video podcasting. We mentioned in the letter, we announced a partnership with the publishers like Condé Nast and Hearst and People. We're going to bring on some lifestyle content on the service next month. With the podcast, we're super encouraged with the viewing patterns that we're seeing. They have convinced us that this viewing is definitely incremental for us. We're seeing that in daytime viewing. We're engaging our members outside of prime time, where we historically have done most of the engagement on Netflix.
好吧,我们在这里就不深入探讨我们可能正在探索的领域了,也不提前宣布任何事情。我对我们在移动端用于选片的竖屏视频片段、以及视频播客方面取得的早期进展感到满意。我们在股东信中提到,我们宣布了与 Condé Nast、Hearst 和 People 等出版商的合作。下个月我们将在服务中引入一些生活方式类内容。在播客方面,我们所看到的观看模式令我们倍感鼓舞。这些模式让我们确信,这部分观看量对我们来说绝对是增量。我们在日间观看时段中看到了这一点。我们正在黄金时段之外吸引会员参与,而过去我们在 Netflix 上的大部分用户参与都集中在黄金时段。
P03720:08
Keeping in mind, since professional long-form content is a pretty small part of mobile, it's exciting to see that our video podcasts are out-indexing on mobile for us. It's a really great progress on both fronts. It's really important for us to meet our members where they are with the kind of entertainment that they're trying to enjoy. We've been building out this great lineup of podcasters, include a mix of owned and licensed with creators like Martha Stewart on Netflix. Our members are starting their day with "The Breakfast Club." They're loving the official "Bridgerton" podcast, Bill Simmons, Pete Davidson, Brian Williams, just to name a few. These are examples of us continuing to evolve and deliver members more entertainment value and in more ways to engage with stuff they love.
需要注意的是,由于专业长视频内容在移动端的占比相当小,看到我们的视频播客在移动端表现超常(out-indexing)是令人振奋的。这两方面都取得了非常棒的进展。对我们来说,在会员所在的场景下,用他们想要享受的娱乐形式去满足他们,这一点至关重要。我们一直在打造强大的播客创作者阵容,包括自制与授权相结合的内容,比如 Netflix 上的 Martha Stewart 等创作者。我们的会员以《The Breakfast Club》开启他们的一天;他们非常喜爱《Bridgerton》官方播客,以及 Bill Simmons、Pete Davidson、Brian Williams 等等。这些例子都体现了我们在持续演进,为会员提供更多娱乐价值,并让他们以更多方式参与到自己喜爱的内容中。
P03820:54
To take a step back and kind of contextualize this, over the last 15 years, the definition of TV has broadened, and our definition has changed along with it. It's easy to forget, but if you rewind the clock to, say, 2013, we had a single prestige English language scripted drama show. No unscripted, no local language, no originals, no comedies, no competition shows. Now we're the number 1 creator of original programming around the world. Just this week, the Emmy nominations were announced, and we have an Emmy nomination on nearly every category. We didn't even know back in that first year if "House of Cards" would qualify for the Emmys. There was a bunch of debate as to whether or not it was TV. These just-announced nominations, I think, are a testament to the quality, the quantity, and the variety of our original programming.
退一步来看并把这件事放到更大的背景中,在过去 15 年里,电视的定义已经拓宽了,而我们的定义也随之发生了变化。人们很容易忘记,如果把时间倒回到比如 2013 年,我们当时只有 1 部高品质英语剧情类剧集。没有非虚构节目,没有本土语言内容,没有其他原创内容,没有喜剧,也没有竞技类节目。而现在,我们是全球排名第 1 的原创节目创作方。就在本周,艾美奖(Emmy)提名名单揭晓,我们在几乎每个类别中都获得了艾美奖提名。而在第 1 年的时候,我们甚至不知道《House of Cards》是否有资格参评艾美奖,当时关于它究竟算不算电视节目还有过大量争论。我认为,这些刚刚公布的提名证明了我们原创节目的质量、数量和多样性。
P03921:49
These expansions, though, are evolutionary, not revolutionary. These are expansions on the same continuum that we started on years ago, adding new things as they become available to us, as we see signals that our consumers will get value including it in their Netflix subscription. That continuum has served our members and our business really well. We're really excited about the progress.
不过,这些拓展是渐进式的演进,而非颠覆式的革命。这些拓展都建立在我们多年前开启的同一条连续演进路径之上:当新事物对我们可用、且我们看到信号表明将其纳入 Netflix 订阅能为消费者带来价值时,我们就会把这些新内容加进来。这一连续演进路径很好地服务了我们的会员和业务。我们对取得的进展感到非常兴奋。
P04022:13
Spencer WangVP of Finance and Capital Markets
Thanks, Ted. I'll shift us now to a new topic, which is monetization, and I'll begin with advertising. The question is from Steven Cahall, also of Wells Fargo. As you look at the ad tier average revenue per membership today, what are the biggest opportunities for increasing that monetization?
谢谢,Ted。现在我将把话题转到一个新主题——变现,我先从广告业务开始。这个问题同样来自 Wells Fargo 的 Steven Cahall。观察目前广告档位的每会员平均营收(ARM),提升这一变现水平的最大机会是什么?
P04122:33
Greg PetersCo-CEO
Maybe worth starting by noting that we manage the ads business for total revenue, total revenue growth. Those are the optimization functions, ARM and fill rates sort of come along for the ride in achieving those goals. Having said that, there's still a gap between ad tier ARM and then ARM for our standard without ads tier. That gap is narrowing, and I think of that gap as essentially near-term under-realized revenue growth. It represents an opportunity for us. As we improve ads capabilities, we can close that gap over the time, and you've seen us do exactly that over the last year. How have we done it? We've expanded demand sources. We continue to execute quickly on our own ad tech stack. We're adding features. We're adding more ads products. We're adding more measurement. We're making it easier for folks to transact with us.
首先值得指出的是,我们是以总营收和总营收增长为目标来管理广告业务的。这些才是我们的优化目标函数,而在实现这些目标的过程中,每会员平均营收(ARM)和广告填充率(fill rates)是随之水到渠成的结果。话虽如此,广告档位的 ARM 与我们无广告标准档位的 ARM 之间仍然存在差距。这一差距正在缩小,我把这一差距本质上视为近期尚未充分兑现的营收增长潜力,它对我们来说代表着机会。随着我们提升广告业务能力,我们可以随着时间的推移弥合这一差距,而大家在过去一年中看到的正是我们所做的事情。我们是怎么做到的?我们扩大了广告需求来源,继续在自有广告技术栈(ad tech stack)上快速执行,不断增加新功能、推出更多广告产品、完善效果衡量,并让客户更容易与我们进行交易。
P04223:24
Those all drive demand. They drive competitiveness. That yields increased fill rates. It pushes ads ARM higher. Those improvements are really the bulk of the opportunity we have to improve unit performance and monetization for the next few years.
这些举措都在推动广告需求,提升竞争力,从而带来更高的广告填充率,并推高广告档位的每会员平均营收(ARM)。这些改进正是我们在未来几年提升单位表现和变现能力的主要机会所在。
P04323:40
Spencer WangVP of Finance and Capital Markets
Thanks, Greg. From Sean Diffley of Morgan Stanley, there's a question on pricing. Has there been any change in the receptivity to price hikes this cycle? How do you think about the timing and magnitude of taking price, in other words, first quarter versus fourth quarter seasonality, which is historically a stronger period?
谢谢,Greg。来自 Morgan Stanley 的 Sean Diffley 提出了一个关于定价的问题:在本轮周期中,用户对提价的接受度是否发生了任何变化?你们如何考虑提价的时机和幅度,换句话说,如何权衡第一季度与第四季度的季节性因素(第四季度历来是表现更强的时期)?
P04424:04
Greg PetersCo-CEO
Our first half price changes, these are markets like U.S., Mexico, Spain. They've gone well. The results are consistent with prior price changes. They're consistent with our expectations. We aren't seeing any real changes in that performance. With regard to timing and magnitude, we really go back to that top-level macro question we've got of have we delivered sufficient value to our members? We're constantly looking at the signals that help us understand that question. Of course, plan selection, plan movement. We've got retention, which is industry leading. We see improvements in value delivered start to move well in advance of making price adjustments, and then we price behind that value that we are delivering. Those same signals inform all of our price change.
我们上半年的价格调整涉及美国、墨西哥、西班牙等市场,进展都很顺利。结果与以往的价格调整一致,也符合我们的预期,我们没有看到表现出现任何实质性变化。至于提价的时机和幅度,我们实际上还是回到那个顶层的宏观问题:我们是否为会员交付了足够的价值?我们一直在观察有助于我们理解这一问题的各项信号,当然包括套餐选择、套餐变更情况,以及我们行业领先的留存率。在进行价格调整之前很久,我们就会看到所交付价值的提升开始显现,然后我们才会在已交付价值的基础上进行定价。所有价格调整都是以这些相同的信号为依据的。
P04524:53
They include the ones that we've made in the first half of this year, and they help us determine that timing and magnitude that you're getting at. I think also I would be remiss if I didn't use this opportunity to state that I believe that we are delivering one of the best entertainment values that has ever existed. As a comparison point, if you go to the U.S., and you take what Netflix subscribers are paying, they pay the least per hour of viewing compared to comparable SVOD offerings. In some cases, they would have to pay twice as much per hour for a competitive service. Our ads plan at $8.99 in the United States, we think is an amazing entry point. It's an incredible value, highly accessible, you think about all the entertainment you get for that. It's a pretty good deal.
这其中就包括我们今年上半年所做的价格调整,这些信号帮助我们确定了你所提到的时机和幅度。此外,如果我不借此机会表明以下观点,那就是我的疏忽了:我认为我们正在提供有史以来最物超所值的娱乐服务之一。作为对比,如果你看美国市场,看看 Netflix 订阅用户所支付的费用,与同类订阅制视频点播(SVOD)服务相比,他们每观看 1 小时所支付的费用是最低的。在某些情况下,他们为竞争对手的服务每小时支付的费用甚至高达我们的 2 倍。我们在美国定价 8.99 美元的广告套餐,我们认为是一个极佳的入门价格点。想想花这点钱能获得的所有娱乐内容,它的性价比极高、门槛极低,是一笔非常划算的交易。
P04625:34
Spencer WangVP of Finance and Capital Markets
Thanks, Greg. The next question is from Rich Greenfield of LightShed Partners. How should we think about reports of Netflix bringing back free trials in select markets? What provoked these tests and are they a function of increased competition, market saturation, or both?
谢谢,Greg。下一个问题来自 LightShed Partners 的 Rich Greenfield。关于 Netflix 在部分市场重新推出免费试用的报道,我们应该如何看待?是什么促使你们进行这些测试?这是竞争加剧、市场饱和的结果,还是两者兼有?
P04725:52
Greg PetersCo-CEO
Yeah, Rich, you know well we are always testing, we're always assessing, trying to improve the service. That definitely includes trying to understand the best ways to bring new members into Netflix. Our investment in several product capabilities over the last several years, for a variety of reasons, have now given us even greater flexibility and capabilities to test different approaches, in different markets, different market segments, different conditions, to see how we best bring those folks on. For example, we've tested a low-cost first month in Japan that was coincident with the World Baseball Classic. That served us incredibly well. We've been testing upgrade on us options in various different countries and various different conditions around the world. As a general part of this test and learn strategy now, we're testing free trials for non-rejoining new members in a number of countries. Obviously, we'll-
好的,Rich,你很清楚我们一直在进行测试、一直在评估,努力改进服务。这其中当然包括探索吸引新会员加入 Netflix 的最佳方式。出于各种原因,过去几年我们在多项产品能力上的投资,如今赋予了我们更大的灵活性和能力,可以在不同市场、不同细分市场和不同条件下测试不同的方法,看看如何最好地吸引这些用户加入。例如,我们在日本配合 World Baseball Classic 测试了低价第 1 个月优惠,效果非常好。我们还在全球不同国家和不同条件下测试了“免费升级”(upgrade on us)选项。作为这一“测试与学习”策略的常规组成部分,目前我们正在多个国家针对非重新加入的纯新会员测试免费试用。显然,我们将——
P04826:46
Spencer WangVP of Finance and Capital Markets
Our next question is from Vikram Kesavabhotla of Baird. His question is, Netflix has made progress on its cloud-first video game strategy this year, including the addition of several new titles. How are these games performing on the platform so far, and how should we expect the video game offering to evolve going forward?
我们的下一个问题来自 Baird 的 Vikram Kesavabhotla。他的问题是:今年 Netflix 在云优先(cloud-first)电子游戏战略上取得了进展,包括增加了多款新游戏。目前这些游戏在平台上的表现如何?我们应该如何展望未来电子游戏业务的演进?
P04927:07
Greg PetersCo-CEO
Yeah, I'll start by reminding folks of the market opportunity here. This is roughly $150 billion in consumer spend, ex China, ex Russia, doesn't include ads revenue. We've been building some solid foundations. Now we're seeing exciting positive signals that help inform and give us increased conviction in our future growth and the nature of that growth here. You mentioned the cloud-based strategy, those cloud-based TV games. We really see it working. FIFA and Unhinged became our two most successful cloud game debuts. Really solid numbers that put it in the top tier of game performance for us. Another big positive sign is that since last October, eight months ago, when we really sort of scaled up this cloud initiative, monthly active players for cloud games have increased 11x and adoption is significantly ahead of that curve that we had for mobile games with even higher retention value.
好的,我首先提醒一下大家这里的市场机会。不包括中国和俄罗斯、也不含广告营收,这里的消费者支出规模约为 1500 亿美元。我们一直在打下坚实的基础。现在我们看到了令人振奋的积极信号,这些信号为我们提供了参考,并增强了我们对未来增长及增长性质的信心。你提到了云游戏战略,即那些基于云端的电视游戏,我们确实看到它正在奏效。《FIFA》和《Unhinged》成为了我们最成功的 2 款云游戏首发作品,数据非常扎实,跻身我们游戏表现的最高梯队。另一个重大的积极信号是,自去年 10 月(即 8 个月前)我们真正开始扩大这项云游戏举措的规模以来,云游戏的月活跃玩家数量增长了 11 倍,用户采用速度显著领先于我们当年手游的增长曲线,而且留存价值甚至更高。
P05027:58
We're definitely excited about that and focused on scaling up cloud games. We're also seeing positive signals with kids games. Netflix Playground, which is our app for kids games, no ads, no in-app purchases, curated set of games, very safe space. We've seen 3x growth in daily players since that launched. That's driven more engagement in kids mobile games, which is up 600% year-over-year. That's super exciting to see as well. Again, we're just getting started here. We're scratching the surface in terms of what we think the total potential of the space offers for us. You're going to see us continue to calibrate, refine our level of investment here, which is still very small relative to our overall content spend, based on demonstrated performance, based on what is working for our members and what's delivering returns to our business.
我们对此感到非常兴奋,并专注于扩大云游戏的规模。我们在儿童游戏方面也看到了积极的信号。Netflix Playground 是我们的儿童游戏应用程序,没有广告、没有应用内购买,提供精选游戏组合,是一个非常安全的空间。自上线以来,我们看到其日活跃玩家实现了 3 倍增长,这带动了儿童移动游戏参与度的提升,同比增长了 600%。看到这一点同样令人倍感振奋。重申一下,在这方面我们才刚刚起步,相对于我们认为该领域为我们提供的全部潜力而言,我们目前还只是触及了表面。大家会看到我们根据已验证的表现、对会员行之有效的内容以及能为业务带来回报的方向,继续校准和完善我们在这方面的投资水平——目前这部分投资相对于我们的整体内容支出而言仍然非常小。
P05128:47
Spencer WangVP of Finance and Capital Markets
Thanks. I'll move us on now to a question from Jessica Reif Ehrlich of Bank of America. Given Netflix's global footprint of approximately 330 million subscription households, how do you think about leveraging that scale as a strategic asset? How does the currently consolidating media landscape impact these decisions?
谢谢。现在我将把话题转到来自美国银行(Bank of America)的 Jessica Reif Ehrlich 的问题。鉴于 Netflix 在全球拥有约 3.3 亿订阅家庭的布局,你们如何考虑利用这一规模作为战略资产?当前正在整合的媒体行业格局对这些决策有何影响?
P05229:09
Ted SarandosCo-CEO
I'll take that. You're right, Jessica, we do benefit in a number of ways from the tremendous scale that we worked so hard to build over the last 20 years. We've invested in a number of areas of the business. Look at our tech investment, where we spend billions of dollars every year, and as a result, we get best in class discovery, personalization, plus a bunch of great R&D and innovation, including in production, in distribution, in data that we can draw on to constantly improve every aspect of the business, on the breadth and depth of our content catalog. These in combination all deliver this kind of flywheel of advantages. We have the biggest, most engaged audience in the world. Creators and advertisers love that. We lead the industry in monetization.
我来回答这个问题。你说得对,Jessica,过去 20 年来我们倾尽全力建立起的庞大规模,确实让我们在诸多方面受益匪浅。我们在业务的多个领域进行了投资。看看我们的技术投资,我们每年投入数十亿美元,并因此获得了行业一流的内容发现与个性化推荐能力,外加大量优秀的研发与创新成果,涵盖制作、发行以及数据领域,我们可以利用这些成果不断改进业务的方方面面,并拓展内容库的广度和深度。所有这些结合在一起,形成了这种优势飞轮。我们拥有全球最庞大、参与度最高的受众群体,创作者和广告主都非常喜爱这一点,而且我们在变现能力上处于行业领先地位。
P05329:55
We have better programming ROI because we amort across this global footprint and that Very often that programming is very travelable. This is good for our members, it's good for our business. It creates a really healthy model for organic growth. Greg mentioned TF1 earlier. I think it's being able to bring that scale to work with partners like TF1 in France to bring content to our members in multiple ways and multiple business models. I think that really helps when we could bring that distribution scale to local players. Finally, Jessica, I'd say regarding consolidation, the industry's been consolidating for over 10 years. This isn't new. We focus all of our energy on pleasing our members and sustaining healthy growth for the business.
我们拥有更高的节目投资回报率(ROI),因为我们可以在全球布局上分摊成本,而且这些节目往往具有很强的跨国传播力。这对我们的会员有利,对我们的业务也有利,为内生增长创造了非常健康的模式。Greg 刚才提到了 TF1。我认为,正是能够利用这种规模优势,与法国 TF1 这样的合作伙伴携手,以多种方式和多种商业模式将内容带给我们的会员。当我们能够把这种发行规模带给本土参与者时,我认为这确实非常有帮助。最后,Jessica,关于行业整合我想说的是,这个行业已经整合了 10 多年,这并不是什么新鲜事。我们把所有精力都集中在取悦会员和保持业务健康增长上。
P05430:39
Spencer WangVP of Finance and Capital Markets
Thanks, Ted. Our next question comes from Sean Diffley of Morgan Stanley. What have been the early learnings from the Interpositive deal, and how should we think about potential cost savings and content creation? Could this impact your $20 billion cash content budget on a go-forward basis, or is it more likely to be reinvested into more content and better compensating talent? Ted?
谢谢,Ted。我们的下一个问题来自 Morgan Stanley 的 Sean Diffley。从 Interpositive 交易中获得了哪些早期经验?我们应该如何看待潜在的成本节约和内容创作影响?未来这是否会影响你们 200 亿美元的现金内容预算,还是更有可能被再投资于更多内容以及更好地酬劳创作人才?Ted?
P05531:10
Ted SarandosCo-CEO
Great. Well, look, it's early days for Interpositive, but we're broadly seeing that GenAI is starting to have an impact across hundreds of our productions. Important to note that we have other GenAI tools in addition to Interpositive. We're thrilled with all the speed they're bringing to market for us. We also have Eyeline, and we have our animation lab, and what's cool is that they're all working together to drive innovation. We said in the letter, but GenAI is scaling quickly across the entire creative process, from concept to previs, through post and delivery. We're making higher quality output more quickly and efficiently than we could have using traditional methods. GenAI workflows now have been used in roughly 300 of our titles, with the largest concentration to date is on post-production. We're leveraging GenAI for really complicated shots and sequences.
太好了。就 Interpositive 而言目前还处于早期阶段,但我们广泛看到生成式人工智能(GenAI)正开始在我们的数百个制作项目中产生影响。需要指出的是,除了 Interpositive 之外,我们还有其他生成式 AI 工具。我们对它们为我们带来的上市速度提升感到非常兴奋。我们还拥有 Eyeline 以及我们的动画实验室,很酷的是,它们都在协同工作以推动创新。我们在股东信中提到过,生成式 AI 正在整个创意流程中快速扩展,从概念设计到早期预演(previs),再到后期制作和成片交付。与传统方法相比,我们正在更快速、更高效地制作出更高质量的成果。目前生成式 AI 工作流已被应用于我们的大约 300 部作品中,迄今为止最集中的应用领域是后期制作。我们正在利用生成式 AI 处理非常复杂的镜头和片段。
P05632:04
We called this out in the letter, but things like enhancing crowds or historical battle scenes, those kind of things. Keep in mind that in many of the cases, productions would have left out those key shots because they just wouldn't have been able to afford them. They wouldn't have been able to do them in the timeframes that they're working on. Those sequences are saved by the availability and access to these GenAI tools. On the content side, we believe it takes great artists to make something great, and AI is not changing that. AI will give creatives better tools to bring their visions to life. Movies are being made by people who make movies. AI provides them with better tools to make them even better.
我们在股东信中也指出了这一点,比如增强人群效果或历史战争场面之类的应用。要知道,在很多情况下,剧组原本会放弃这些关键镜头,因为他们根本负担不起,或者无法在既定的时间框架内完成制作。正是这些生成式 AI 工具的可用性和普及,挽救了这些镜头片段。在内容方面,我们相信只有伟大的艺术家才能创造出伟大的作品,而 AI 并不会改变这一点。AI 将为创意人员提供更好的工具,把他们的愿景变为现实。电影是由电影人创作的,AI 为他们提供了更好的工具,让他们能够把作品做得更出色。
P05732:42
Today, our talent leverages tools for things like set references and previs and VFX and sequence prep and shot planning. It all makes the production itself so much more smooth and efficient and fast. That's just the beginning. We're seeing it across the entire production life cycle. AI, those use cases are scaling faster and faster. Our documentary series we just released called "The American Experiment," that series features 17 minutes of AI-enhanced footage. It enabled us to expand the scope of the series in ways that just wouldn't have been feasible before. Those 17 minutes, Sean, they were produced twice as fast and at half the cost of previous options. By equipping creatives with these tools, we believe they're going to enhance their abilities, and we are going to have better and more impact for every dollar we spend on our programming.
如今,我们的创作人才利用这些工具来进行布景参考、早期预演(previs)、视觉特效(VFX)、片段准备和镜头规划等工作。这一切都让制作过程本身变得更加顺畅、高效和快速。而这仅仅是个开始,我们在整个制作生命周期中都看到了它的应用。AI 的这些应用场景正在越来越快地扩展。我们刚刚上线的纪录片剧集《The American Experiment》中,包含了 17 分钟经 AI 增强的画面。这使我们能够以过去根本不可行的方式扩大该剧集的制作格局。Sean,那 17 分钟画面的制作速度是以往方案的 2 倍,而成本只有以往方案的一半(50%)。通过为创意人员配备这些工具,我们相信这将增强他们的能力,并让我们在节目上投入的每一美元都能产生更好、更大的影响力。
P05833:40
Content creation timelines can be shortened and quality can be enhanced. The cost savings will likely be reinvested into more content on the service, which fuels high-quality engagement and that whole kind of revenue profit flywheel that's going to come from that we've been talking about from day one.
内容创作周期可以缩短,质量可以得到提升。节省下来的成本很可能会被再投资到平台上的更多内容中,从而推动高质量的用户参与度,并带动我们从第 1 天起就一直在谈论的整个营收与利润飞轮。
P05933:58
Spencer WangVP of Finance and Capital Markets
Thanks, Ted. We have time for one last question, and we'll take that from Dan Kurnos of StoneX. It's a question around capital allocation. Given recent reports around Lionsgate that Netflix has denied and broader speculation around interest in NBCUniversal, how should investors think about the line between opportunistic IP and library acquisitions and larger scale M&A that could change Netflix's capital allocation or strategic profile?
谢谢,Ted。我们还有时间回答最后 1 个问题,这个问题来自 StoneX 的 Dan Kurnos,是关于资本配置的。鉴于近期有关 Lionsgate 的报道(Netflix 已予以否认)以及更广泛的关于对 NBCUniversal 感兴趣的市场猜测,投资者应该如何看待机会主义的知识产权(IP)及片库收购、与可能改变 Netflix 资本配置或战略定位的更大规模并购(M&A)之间的界限?
P06034:35
Ted SarandosCo-CEO
Well, I'll take this if you don't mind, guys. Dan, we're not going to comment on market speculation, but I'd like to take the opportunity to remind everyone about our core philosophy. We have multiple ways to achieve our goals, producing, licensing, partnering, and we're constantly seeking ways to allocate our resources in the most attractive options to maximize value for our members and delivering for a return for our investors. As we've said, we're primarily builders, not buyers, and that remains the case today. Others will speculate about our intent here because they have their own reasons for that. Our track record is clear that we have a very high bar to do any big M&A. Spence, you want to add anything there?
如果大家不介意的话,我来回答这个问题。Dan,我们不会对市场猜测发表评论,但我想借此机会提醒大家我们的核心理念。我们有多种途径来实现目标——自制、授权、合作,而且我们一直在寻找将资源配置到最具吸引力选项上的方法,以最大化会员价值并为投资者带来回报。正如我们所说,我们主要是建设者(builders),而不是收购者(buyers),今天依然如此。外界会因为各自的原因而猜测我们的意图,但我们的往绩非常清晰:对于任何大型并购(M&A),我们都设定了非常高的门槛。Spence,你有什么要补充的吗?
P06135:20
Spence NeumannCFO
Yeah, maybe I'll chime in a little bit specific to capital allocation, Ted. Thanks, Dan. Look, I just want to be really clear. There is no change to our capital allocation philosophy. We invest in the business both organically and opportunistically through M&A. Again, as Ted said, we are primarily builders, not buyers. We also maintain strong liquidity and a strong, healthy balance sheet. Lastly, we return excess cash to shareholders through share repurchase. On that last point, you can see that very clearly in Q2, we repurchased $4.7 billion of our shares this quarter. That's our largest quarter of share repurchase in our history, and we still have about $27 billion of capacity on our remaining authorizations. We feel really good about our growth path.
好的,Ted,我针对资本配置稍微补充一点。谢谢,Dan。我想非常明确地表示,我们的资本配置理念没有任何改变。我们既通过内生方式投资于业务,也通过并购进行机会主义投资。再次强调,正如 Ted 所说,我们主要是建设者,而不是收购者。我们还保持着充裕的流动性和强健的资产负债表。最后,我们通过股票回购将超额现金返还给股东。关于最后这一点,大家在第二季度可以非常清楚地看到,本季度我们回购了 47 亿美元的股票。这是我们历史上股票回购规模最大的一个季度,而且在剩余回购授权下,我们仍有约 270 亿美元的额度。我们对自己的增长路径感到非常满意。
P06236:04
As Ted said, we've got a really high bar, and we have no change in our capital allocation philosophy.
正如 Ted 所说,我们的并购门槛非常高,而且我们的资本配置理念没有任何改变。
P06336:10
Spencer WangVP of Finance and Capital Markets
Great. Thank you, Spence, and thank you all for your questions and for joining us for our quarterly earnings call. We will see you next quarter. Thank you.
太好了。谢谢 Spence,也感谢各位的提问以及参加我们的季度财报电话会议。我们下个季度再见。谢谢大家。