Netflix's Message to Korea: We just did our best
Netflix's Message to Korea
We just did our best.
By Cho Young-shin | Media Industry Critic & Adjunct Professor at Dongguk University
It’s been 10 years of Netflix. In that time, the video market has changed so much that the phrase "a sea change" doesn't even begin to describe it. The word "coronation," which I mentioned in my book After Netflix, also falls short of explaining this phenomenon. At the center of all this change is Netflix. Yet, we've never actually managed to ask for Netflix's opinion. Netflix surely has its own side of the story, but it doesn't reveal its inner thoughts. So, I decided to write from Netflix's first-person perspective. I hope this process will clarify how we, from our position, should respond to Netflix's arguments. Would a writer, an actor, a broadcaster, or a production company agree with Netflix's thinking? If not, what counterarguments could they raise? I encourage you to read this piece, written from a first-person omniscient point of view, while pondering these questions.
We just did our absolute best, but lately, we’ve been hearing all sorts of nonsense. People complained so much that production costs were skyrocketing because of us that we even went so far as to suggest an upper limit on guarantees for top-tier actors. To be honest, that makes no sense. In a capitalist society, the price of a scarce resource is bound to increase. But since everyone kept saying it was our fault, we made the gesture to show some sincerity. So what if it’s lip service? That’s what you wanted, wasn't it? It’s getting worse and worse. We entered Korea in 2016, so our 10th anniversary is coming up soon. That will probably make it even more intense. People will say all kinds of things, like we’ve devoured the entire Korean market.
We did shake things up a bit. But what’s wrong with that? The market has always evolved by new players coming in and clashing with existing ones. We just worked hard, and they failed to respond effectively. It’s ridiculous to blame that on us. We have a lot to say, too. Listen up, and think of this as our inner thoughts. Tell us what exactly it is that we did wrong.
Production Companies?
They came to us on their own. Did we grab them by the collar or something?
Sure, a lot of production companies came to us. But it's not like we lured them with some kind of unfair practices, did we? What did we do, again? Ah, right. All we said was, "We will pay you according to the contract. Just focus on creating." And then they all lined up. Why do you think that was? If it weren't for us, Korean production companies would have had to bear the full brunt of the damages from the Hanhanryeong (China's Hallyu Ban). What's more, when it was just you guys, you wouldn't pay them properly and abused your power left and right. After struggling in that environment, their eyes went wide when they saw a place where they could finally breathe. It's not like we used some grand scheme. We needed content too, and as a latecomer, we just paid a fair price and added a little profit on top. Isn't that what a latecomer is supposed to do? We just conducted normal business. And they came to us on their own. Just how abnormal were you all for them to flock to us like that? It wasn't like this in the U.S. Or in Japan. Don't you remember how everyone was desperately looking for someone with a connection to us?
That Damn "Ecosystem" Narrative.
Isn't it obvious that people won't watch what isn't fun?
You say the market is collapsing because of us? You mean that "ecosystem" you all cherish so much. Honestly, isn't it getting a bit old? Always the same actors, the same stories. Almost no genre shows, just romantic comedies or melodramas. You even gave up on things like epic historical dramas, claiming they weren't profitable. But what did we do? We produced a variety of works that were unimaginable in the Korean market. And we didn't interfere much. We gave creators freedom. We only judged whether the scenario was good.
There was a time when you all said Netflix had no foresight. But then, one by one, those genre shows started to move people. All we did was broaden people's options. We made it so they could watch what they want, when they want. And what happened? A show with a 0% TV rating becomes number one on our app. What do you think that means? It means you failed to provide those options, doesn't it?
Don't you remember when pay-TV operators launched their N-Screen services, they attached so many restrictions that they didn't even work properly? We didn't do that. It's very simple. We let them make fun things, we made it easy to watch, and so people gathered. Isn't it stranger to call that "destruction" or whatever? Europe introduced quotas and whatnot, but you don't hear that talk much in Korea. Why? Is it because we invest more in Korea than what's required by those European-style quotas? Why does everyone only talk about their own pains?
World Stars?
It's true we made them. Why are you so cynical about it?
I got some flak recently for saying that Korea became much better known thanks to us. But it's not wrong, is it? Thanks to us, your actors and directors became world-famous. Their lives were changed. It's true. So what? Are you jealous? We set the stage for you. The least you could do is say thank you, but instead, you call us "arrogant"?
Hah. So, what, you think people would have suddenly started talking about K-dramas in the middle of New York even if we didn't exist? Have you ever seen the Korean content on Disney+ get this kind of treatment? No. We have a global platform, we put the content on it, and it blew up. It's that simple. Why make it so complicated? It's something you should just say "thank you" for and enjoy.
Money Talk?
Do you think business is a game?
We recently changed our production cost settlement method a bit. When we paid a percentage on top of the production cost, people kept inflating their budgets. So we mentioned that we were thinking of changing to a system where we pay a fixed amount, and they can either pocket the difference or not. Then we started hearing whining, like, "You said you'd guarantee our profits, and now you're doing this?"
Ah, did you think we would just keep handing out cash forever? In the beginning, we spent big to grow the market. But now, your value has gone way up, and the market has grown. Isn't it time for us to start doing the math? You've earned a fair amount. We're not a charity. We take all the risk, but you want us to share the profits endlessly? Where in the world does business work like that?
Let's get our heads straight and be realistic. That's how this industry works. And you better make the right call. Even SBS has come over to us. Soon, it will be our world. When that day comes, we'll remember who said what. Besides, even your government backs down whenever the FTA is mentioned. So make your decision wisely.
And Honestly,
Some of your demands are just ridiculous.
But there are a few things I really don't get. Network usage fees? Ha! We even installed our own servers to save you money, and now you're telling us to pay more? Isn't the tail wagging the dog here?
And this talk about giving more money to creators. They're already getting paid amounts that are incomparable to the past. When we were making multi-million dollar bets, you all safely took your share. But now that it's a huge hit, you're demanding more? How is that any different from telling someone who just won the lottery on the street, "I sold you that ticket, so give me half."
This isn't right. Please, I'm begging you, if you're going to make a demand, bring some numbers to the table. If you've suffered a loss, tell us how much and persuade us. You come with zero data and just make demands all day. And you can't say a word to our faces.
My mouth hurts from talking so long. Just stop whining. The world has changed, and we just created the wave. You have to choose whether you're going to surf on it or just flail and sink. From where we stand, it still looks like you're flailing. Well, do whatever you want. We're going our own way. If you don't want to be left behind, you'd better keep up.
Alright, let me wrap this up. I just worked hard. If I have one regret, it's that I haven't been able to ask Netflix HQ to invest even more in Korea. For that to happen, I need you all to step it up a bit more. I'm grateful that you're serving as an advance base for the Asian market, but as each country starts producing its own originals, you need to try harder. I hope to see more content that gets a response in the global market. So, let's step it up together.
This text was translated from the original Korean by Gemini.
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