Netflix进军中国在线视频市场：市场很大，但困难太多.

　　Streaming giant Netflix (NASDAQ:NFLX) is reportedly in talks with Chinese online broadcasting companies about bringing its content to China.The company has reportedly spoken with Shanghai-based BesTV New Media Co. and Wasu Media Holding Co.,

　　据报道，流媒体巨头Netflix正在同中国在线视频公司就将其内容引入中国市场的问题进行对话。据称，同Netflix进行商谈的公司是上海百视通新媒体有限公司和华数数字电视传媒集团。

　　No deal has been made public yet but this development could pave the way for Netflix to enter China’s booming online video industry. Netflix had earlier stated that they were interested in entering the country and were exploring “modest” options for doing so.

　　虽然还没有达成任何协议，但这为Netflix进入中国极速发展的视频行业铺平了道路。Netflix早先表示对进入中国市场非常感兴趣，并且会使用低调的方式来进行操作。

　　Expanding into China will be a good move for Netflix but it will not be easy sailing for the company.

　　进军中国市场是Netflix下的一步妙棋，不过显然这条路不会那么好走。

　　Why China Makes Sense

　　为什么进军中国市场意义重大?

　　Netflix has stated earlier that the company intends to continue expanding internationally and China seems a logical choice. China’s online video market grew 77% in 2014 and generated 23.97 billion Yuan ($3.88 billion) in revenues. The online market is expected to triple and touch 90 billion Yuan ($14.5 billion) by 2018. China had 649 million internet users by the end of 2014, most for any country in the world.

　　Netflix早先表示，公司将会继续扩张在全球范围内的业务，而中国是一个不错的选择。2014年，中国的在线视频市场就增长了77%，创造了239.7亿元的收入，并预计将在2018年到达900亿元人民币。中国在2014年之前已经拥有6.49亿网民，超过了世界上任意一个国家。

　　According to the 2010 consensus conducted by the National Bureau of Statistics, China had an average figure of 3.1 persons per household.Using this figure, and assuming one connection per household, we estimate that China has close to 209 million internet households. Around 27% of China’s internet connections have connection speeds of 4 Mbps or above, the minimum speed recommended for streaming high dinition content.

　　根据中国国家统计局在2010年的数据显示，中国每户有3.1人。根据这个数据，如果每户一个宽带链接，那么中国将会有接近2.09亿个家庭互联网链接。大约有27%的中国互联网宽带链接速度超过了4Mbps，甚至更快。

　　This essentially means that entering the Chinese online video market will give Netflix access to a potential market of about 56.5 million broadband households. In comparison, the company’s launch in France, Germany, Austria, Switzerland, Belgium and Luxembourg last year gave it access to about 66 million broadband households.

　　这意味着，通过进入中国在线视频市场，Netflix将获得约有5650万宽带家庭用户的潜在市场。相比之下，该集团去年在法国、德国、澳大利亚、瑞士、比利时及卢森堡的市场投放，仅使其获得约6600万的宽带家庭用户。

　　China has a population of about 1.369 billion and has approximately 442 million households. According to PWC Honk Kong, 237.6 million Chinese households subscribed to a pay-TV service in 2013. Assuming that these subscriber households grew by 10% last year, China would have had around 261 million pay-TV subscriber households by the end of 2014.

　　中国大约有13.69亿人口，约4.42亿户家庭。据香港普华永道数据显示，2013年中国约有2.38亿用户订阅了付费电视业务，假设这些用户同比去年增长了10%，那么到2014年底，中国就会拥有约2.61亿付费电视用户。

　　This pegs China’s pay-TV penetration at under 60% in 2014. In comparison, the pay-TV penetration in the U.S. is around 84%.This is an indication that pay-TV penetration is relatively low and this scenario will benit Netflix.

　　从这些数据可以看出，2014年中国的付费电视普及率还不到60%;而相比之下，美国付费电视的普及率则达到了84%。这表明，中国的付费电视普及率相对而言还比较低，这对于Netflix来说是个好消息。

　　It Will Not Be Easy Sailing

　　一帆风顺并不容易

　　Online streaming is a very restricted domain in China. China’s State Administration of Press, Publication, Radio, Film and Television has given Internet TV licenses to only seven companies, with Wasu being one of them.

　　在线流媒体在中国是一个非常受限制的领域，仅7家公司获得了由中国广电总局授予的互联网电视经营许可，华数就是其中之一。

　　Netflix would most certainly need to partner up with a company that has licenses to distribute content on all platforms, including computers, mobile phones and set-top boxes. China also has a very strict censorship policy and the concerned authorities could object to some of the potentially objectionable content in Netflix’s programming.

　　那么，Netflix肯定需要同一家能够在各类数字网络平台运营的集团进行合作。此外，中国的审查制度极其严格，有关当局也有权限对Netflix中潜在的有害因素提出反对。

　　Another major obstacle in Netflix’s path to a successful foray into China is piracy. Piracy-tracking firm Excipio reported that the show’s season three was downloaded illegally around 682,000 times within the first 24 hours of being available on torrent services.The show was pirated the most in China with more than 60,000 downloads.

　　Netflix能够成功进军中国市场的另一主要障碍就是盗版问题。据盗版追踪公司Excipio称，种子下载服务开通的最初24小时内，该节目的第三季就已被非法下载共达68.2万次;而其在中国被盗版下载的次数最多，达6万多次。

　　Downloading from torrents is not the only method to illegally view Netflix shows. GlobalWebIndex estimates that 20 million viewers watch Netflix through virtual private network (VPN) services in China.

　　然而，下载种子并不是盗版观看该节目的唯一途径;据GlobalWebIndex估计，中国有近2000万观众通过虚拟专用网络服务(VPN)观看Netflix。

　　Piracy has a direct fect on the attractiveness of Netflix’s exclusive programming. Subscribers may not be interested in viewing these shows at Netflix’s paid platform when they can get the same shows for free.

　　盗版问题对Netflix独家节目的吸引力还是造成了直接影响，当用户可以免费观看到相同的节目时，可能就不会选择在Netflix的支付平台花钱购买观看。