What streaming means for the future of entertainment | Emmett Shear

翻译人员: Yizhuo He 校对人员: Yolanda Zhang

I am obsessed with forming healthy communities,

我专注于打造健康的社群，

and that's why I started Twitch --

这也是我创立 Twitch 的原因——

to help people watch other people play video games on the internet.

帮助人们在互联网上 观看别人打电子游戏。

(Laughter)

（笑声）

Thank you for coming to my TED talk.

感谢大家来听我的TED演讲。

(Laughter)

（笑声）

So in seriousness,

其实说实在的，

video games and communities truly are quite related.

电子游戏和社群之间关系十分密切。

From our early human history,

在人类历史的初期，

we made our entertainment together in small tribes.

我们就在小部落里 一起创造娱乐活动。

We shared stories around the campfire,

在篝火旁讲故事，

we sang together, we danced together.

一同载歌载舞。

Our earliest entertainment was both shared and interactive.

人类最早的娱乐是 共享和交互的。

It wasn't until pretty recently on the grand scale of human history

直到人类发展到近期，

that interactivity took a back seat

互动才在大范围内

and broadcast entertainment took over.

被广播娱乐取而代之。

Radio and records brought music into our vehicles, into our homes.

收音机和唱片将音乐 带进了交通工具和家庭。

TV and VHS brought sports and drama into our living rooms.

电视和家用录像系统把体育 和戏剧带进了我们的客厅。

This access to broadcast entertainment was unprecedented.

这种广播娱乐的普及性 达到了空前的高度。

It gave people amazing content around the globe.

它给全世界的人们带去了 非常丰富的娱乐内容。

It created a shared culture for millions of people.

它为数百万人 创造了一种共享的文化。

And now, if you want to go watch or listen to Mozart,

如今，如果你想欣赏莫扎特，

you don't have to buy an incredibly expensive ticket and find an orchestra.

不再需要买昂贵的门票或者 找专业的交响乐团。

And if you like to sing --

如果你喜欢唱歌——

(Sings) I can show you the world --

（歌声）我可以带你去 看看这个世界——

then you have something in common with people around the world.

这样你就和全世界的人 有共同点了。

But with this amazing access,

但这种了不起的新娱乐方式

we allowed for a separation between creator and consumer,

同时也将内容创造者 和消费者区分开了。

and the relationship between the two became much more one-way.

二者的双向关系更多地 朝着单向传递发展了。

We wound up in a world where we had a smaller class of professional creators

最终我们所处的世界里 专业的内容创造者成了少数，

and most of us became spectators,

而大多数人则变成了观众，

and as a result it became far easier for us to enjoy that content alone.

造成我们更倾向于 独自欣赏这些内容。

There's a trend counteracting this:

与这种趋势相对立的是：

scarcity.

稀缺性。

So, Vienna in the 1900s, was famous for its café culture.

二十世纪初期，维也纳 因咖啡厅文化而闻名。

And one of the big drivers of that café culture

而这种咖啡厅文化背后 重要的驱动因素之一

就是当时的报纸 很昂贵且一份难求，

was expensive newspapers that were hard to get,

and as a result,

这就导致了

people would go to the café and read the shared copy there.

人们会去咖啡馆传阅报纸。

And once they're in the cafe,

一旦到了咖啡厅，

they meet the other people also reading the same newspaper,

他们就会遇到其他读着 同一份报纸的人，

they converse, they exchange ideas

然后，他们就自然地 开始交谈和沟通想法，

and they form a community.

随之构成了一个群体。

In a similar way,

同样的，

TV and cable used to be more expensive,

由于电视机和电缆 在过去较为昂贵，

and so you might not watch the game at home.

你也不太可能会在家看比赛。

Instead you'd go to the local bar

相反，你会去本地的酒吧

和在那儿的其他 体育爱好者们一起欢呼。

and cheer along with your fellow sports fans there.

But as the price of media continues to fall over time thanks to technology,

但随着科技发展，大众传播工具 （电视，广播等）价格不断下降，

这些依靠共享 所形成的群体就解散了。

this shared necessity that used to bring our communities together falls away.

We have so many amazing options for our entertainment,

如今，娱乐的选择变得多种多样，

and yet it's easier than ever for us to wind up consuming those options alone.

而我们比以往更倾向于 单独消费这些选项。

Our communities are bearing the consequences.

结果就是我们的社群 因此而分崩离析。

For example,

举个例子，

the number of people who report having at least two close friends

那些说自己有 至少两位密友的人数

is at an all-time low.

跌倒了历史最低点。

I believe that one of the major contributing causes to this

我认为其中一个主要的原因

is that our entertainment today allows us to be separate.

是当今的娱乐活动允许 我们可以享受独处。

There is one trend reversing this atomization of our society:

有一种趋势可以逆转 这种社会的原子化进程：

modern multiplayer video games.

当代的多人视频游戏。

Games are like a shared campfire.

游戏就像共享的篝火。

They're both interactive and connecting.

它们提供了互动和连接。

Now these campfires may have beautiful animations,

现在的“篝火”也许 有了更精良的动画，

heroic quests,

英雄探索任务，

occasionally too many loot boxes,

偶尔还能打出大堆战利品，

but games today are very different

与二十年前的单人作战游戏不同，

than the solitary activity of 20 years ago.

现在的游戏发生了很大的改变。

They're deeply complex,

它们更复杂，

they're more intellectually stimulating,

更能刺激智力，

and most of all, they're intrinsically social.

更重要的是，它们本质上 更加具有社会性。

One of the recent breakout genres exemplifying this change

最近的一个越狱类游戏 展现了这种变化：

is the battle royale.

battle royale（《大逃杀》）。

100 people parachute onto an island in a last-man-standing competition.

100 个人降落到一座小岛上， 要战斗到只剩最后一人。

Think of it as being kind of like "American Idol,"

我们可以把它想象成《美国偶像》，

but with a lot more fighting and a lot less Simon Cowell.

但战斗性更多、争议性更少。

You may have heard of "Fortnite,"

你也许听过《堡垒之夜》，

which is a breakout example of the battle royale genre,

它是一个典型的大逃脱类型游戏，

which has been played by more than 250 million people around the world.

全球有 2.5 亿人玩过这个游戏。

It's everyone from kids in your neighborhood

从你邻居家的孩子到 德雷克（加拿大著名饶舌歌手）

to Drake and Ellen DeGeneres.

和艾伦·德杰尼勒斯 （美国著名脱口秀主持人）都玩过。

2.3 billion people in the world play video games.

世界上有 23 亿人在玩电子游戏。

Early games like "Tetris" and "Mario" may have been simple puzzles or quests,

早期的游戏，像“俄罗斯方块”和“马里奥”， 都是简单的拼图或者任务类游戏，

but with the rise of arcades and then internet play,

但是随着街机游戏、网游的兴起,

and now massively multiplayer games of huge, thriving online communities,

和拥有大量在线社区的 多玩家游戏的诞生，

games have emerged as the one form of entertainment

游戏已经成为了一种

where consumption truly requires human connection.

需要人类之间相互联系 和合作的娱乐方式。

So this brings us to streaming.

这为我们带来了流媒体。

Why do people stream themselves playing video games?

为什么人们会直播打游戏？

And why do hundreds of millions of people around the world

为什么全世界上亿的人

congregate to watch them?

会聚集在一起观看游戏直播？

I want you all the imagine for second --

我希望大家都花几秒钟想象一下——

imagine you land on an alien planet,

想象你降落在一个外星球上，

and on this planet, there's a giant green rectangle.

星球上有个巨大的绿色矩形。

And in this green rectangle,

在绿色矩形里，

aliens in matching outfits

穿着配套服装的外星人

are trying to push a checkered sphere between two posts

正在用脚踢两根柱子间的

using only their feet.

方格球。

It's pretty evenly matched,

它们势均力敌，

so the ball is just going back and forth,

于是这个球 一会儿退后一会儿前进，

but there's hundreds of millions of people watching from home anyway,

但是与此同时有数亿 观众正在家观看这个游戏，

and cheering and getting excited and engaged right along with them.

他们一起欢呼、感到兴奋、 一起参与进这个游戏中。

Now I grew up watching sports with my dad,

我从小和爸爸一起看球，

so I get why soccer is entertaining and engaging.

所以我明白为什么足球 既有趣又吸引人。

But if you don't watch sports,

但是如果你从不看球类比赛，

maybe you like watching "Dancing with the Stars"

你可能喜欢看《与星共舞》，

or you enjoy "Top Chef."

或《顶级大厨》。

Regardless, the principle is the same.

不管你看的是什么， 原理是一样的。

If there is an activity that you really enjoy,

如果你有一项真心喜欢的活动，

you're probably going to like watching other people do it

你很可能会喜欢看 别人如何技巧娴熟地

with skill and panache.

It might be perplexing to an alien,

这对于外星人来说 这或许难以理解，

but bonding over shared passion is a human universal.

但通过共同的爱好 来产生联系是全人类共通的。

So gamers grew up expecting this live, interactive entertainment,

游戏玩家从小就期待着这种 实时的，互动的娱乐方式，

and passive consumption just doesn't feel as fulfilling.

而被动消费是 无法令人心满意足的。

That's why livestreaming has taken off with video games.

于是直播伴随着视频游戏火了起来。

Because livestreaming offers that same kind of interactive feeling.

因为直播能带来类似的互动感受。

So when you imagine what's happening on Twitch,

在你们想到 Twitch 时，

I don't want you to think of a million livestreams of video games.

我不希望你们想到的是 数百万个游戏直播，

Instead, what I want you to picture is millions of campfires.

而是希望你们把它想象成 成百上千万堆篝火。

Some of them are bonfires --

有的是大型篝火——

huge, roaring bonfires with hundreds of thousands of people around them.

在熊熊燃烧的火苗周围 围绕着成千上万的人。

Some of them are smaller, more intimate community gatherings

有的是小型的篝火， 像是亲密的社区聚会，

where everyone knows your name.

大家彼此熟识。

Let's try taking a seat by one of those campfires right now.

不如我们现在就来 参与其中的一个“篝火”。

Hey Cohh, how's it going?

嘿 Cohh， 近来怎么样？

Cohh: Hey, how's it going, Emmett?

Cohh: 嘿，你好吗 Emmett？

ES: So I'm here at TED with about 1,000 of my closest friends,

ES：我现在和 一千多个朋友在 TED 呢，

and we thought we'd come and join you guys for a little stream.

我们正打算来跟你们 一起看直播。

Cohh: Awesome! It's great to hear from you guys.

Cohh：太棒了！ 很高兴能听到你们的消息。

ES: So Cohh, can you share with the TED audience here --

ES: 那么 Cohh， 你能和 TED 的观众分享一下

what have you learned about your community on Twitch?

你通过 Twitch 社区了解到了什么?

Cohh: Ah, man, where to begin?

Cohh: 额，从哪里开始说呢？

I've been doing this for over five years now,

我干这个已经超过五年了，

and if there's one thing that doesn't cease to impress me on the daily,

如果说有什么东西到现在 仍让我印象深刻的话，

it's just kind of how incredible this whole thing is for communication.

那就是这一切对于 沟通来说多么不可思议。

I've been playing games for 20 years of my life,

我玩了二十年游戏了，

I've led online MMO guilds for over 10,

领导 MMO（大型多人在线） 协会也超过了10年，

and it's the kind of thing where there's very few places in life

现实世界很少有这样的地方

where you can go to meet so many people with similar interests.

让你可以认识这么多 兴趣相投的朋友。

I was listening in a bit earlier;

刚才我也在听你的演讲；

I love the campfire analogy, I actually use a similar one.

我喜欢篝火的这个比喻， 我也有个类似的比喻。

我把它比作一群人 坐在一个大沙发上，

I see it all as a bunch of people on a big couch

but only one person has the controller.

但只有一个人手里有遥控器。

So it's kind of like a "Pass the snack!" situation, you know?

这有点像 “把零食递给我一下”的情况，对吧？

只不过沙发上坐了 700 个人——

700 people that way --

but it's great and really it's just --

这非常棒——

ES: So Cohh, what is going on in chat right now?

ES：Cohh， 现在聊天室什么情况?

Can you explain that a little bit to us?

能给我们稍微说明一下吗？

Because my eyesight isn't that good but I see a lot of emotes.

我看不太清楚， 但能看到很多表情符号。

Cohh: So this is my community; this is the Cohhilition.

Cohh: 这是我的社区， Cohhilition。

I stream every single day.

我每天都在直播。

I actually just wrapped up a 2,000-day challenge,

我刚完成了直播 2000 天的挑战，

and as such, we have developed a pretty incredible community

我在这个频道里已经打造了

here in the channel.

一个非常棒的社区。

现在我们差不多有 6200 人在参与直播。

Right now we have about 6200 people with us.

你现在看到是 “你好 TED”等

What you're seeing is a spam of "Hello, TED" good-vibe emotes,

表达人们喜爱的符号，

love emotes,

"this is awesome,"

”这简直酷极了“，

"Hi, guys," "Hi, everyone."

“嘿，伙计们,” “嗨，大家好。”

Basically just a huge collection of people --

基本上就是一个

huge collection of gamers

大型游戏玩家的聚会，

that are all just experiencing a positive event together.

大家正一起体验一项积极的活动。

ES: So is there anything that -- can we poll chat?

ES：那我可以问 聊天室里的大家伙儿一个问题吗？

I want ask chat a question.

我想问大家一个问题。

Is there anything that chat would like the world,

聊天室的各位希望全世界，

and particularly these people here with me at TED right now,

特别是现在在 TED 现场的人们了解

to know about what they get out of playing video games

玩游戏还有加入这个社区

and being part of this community?

都给他们带来了哪些收获？

Cohh: Oh, wow.

Cohh: 哦，哇！

I am already starting to see a lot of answers here.

我已经能看到有许多答案了。

"I like the good vibes."

“我喜欢这里的良好氛围。”

"Best communities are on Twitch."

“Twitch 有最好的社区。”

(Laughter)

（笑声）

"They get us through the rough patches in life."

“他们伴我度过了 人生中的艰难时刻。”

Oh, that's a message I definitely see a lot on Twitch,

我经常在 Twitch 上 看到有人这么说，

which is very good.

这很好。

"A very positive community,"

“一个非常积极的社区，”

"a lot of positivity,"

“有很多积极的事物，”

which is pretty great.

这真的很棒。

ES: So Cohh, before I get back to my TED talk,

ES：Cohh，在我继续演讲前，

which I actually should probably get back to doing at some point --

我总归还是要 回到 TED 演讲的——

(Laughter)

（笑声）

Do you have anything else that you want to share with me

你还有其他什么 想与我们分享的吗？

还有什么问题要问我们的吗？

or any question you wanted to ask,

你不是总想在观众面前露露脸吗？

you've always wanted to get out there before an audience?

Cohh: Honestly, not too much.

Cohh：老实说，其实没什么了。

I mean, I absolutely love what you're doing right now.

我非常欣赏你正在做的事。

I think that the interactive streaming

我认为交互式直播

is the big unexplored frontier of the future in entertainment,

是娱乐的最新前沿，

and thank you for doing everything you're doing up there.

感谢你所做的一切。

The more people that hear about what you do, the better --

越多人知道你在做什么， 就有越多人

能更好地获益。

for everyone on here.

ES：太棒了，Cohh。非常感谢。

ES: Awesome, Cohh. Thanks so much.

I'm going to get back to giving this talk now,

我要继续演讲了，

回聊。

but we should catch up later.

Cohh：好啊！

Cohh: Sounds great!

（掌声）

(Applause)

ES: So that was a new way to interact.

ES：所以这是一种全新的互动方式。

We could influence what happened on the stream,

我们能影响直播的内容。

we could cocreate the experience along with him,

可以与他们一起创造美好的体验，

and we really had a multiplayer experience with chat and with Cohh.

也通过聊天、通过 Cohn 真实地体验了一下多玩家视频直播。

At Twitch, we've started calling this,

在 Twitch 我们开始称之为

as a result, "multiplayer entertainment."

“多玩家娱乐方式”。

Because going from watching a video alone to watching a live interactive stream

从一个人独自看视频 到实时互动地看视频

is similar to the difference between going from playing a single-player game

就像从玩单机游戏过渡到

to playing a multiplayer game.

玩多人游戏的区别一样。

Gamers are often as the forefront of exploration in new technology.

游戏玩家往往处于 探索新技术的前沿。

Microcomputers, for example, were used early on for video games,

例如，微型计算机 早期是用在电子游戏上的，

and the very first handheld, digital mass-market devices weren't cell phones,

第一个手持的，数字的， 面向大众市场的设备并不是手机，

they were Gameboys ...

而是便携式游戏机...

for video games.

用来打电子游戏。

And as a result,

因此，

one way that you can get a hint of what the future might hold

一种能让你对未来 会发生什么有所了解的办法

is to look to this fun, interactive sandbox of video games

就是去接触这个 有趣互动的电子游戏沙盒，

and ask yourself,

同时问问自己，

"what are these gamers doing today?"

“现在这些玩家们在干什么？”

And that might give you a hint as to what the future is going to hold

这也许能让我们有机会

窥见未来的发展趋势。

for all of us.

One of the things we're already seeing on Twitch

我们在 Twitch 上已经可以看到

多人娱乐已经延伸到了体育比赛。

is multiplayer entertainment coming to sports.

So, Twitch and the NFL teamed up to offer livestreaming football,

Twitch 和 NFL 曾经 联手进行足球比赛直播，

but instead of network announcers in suits streaming the game,

只不过我们没有让西装 革履的解说员播报比赛，

we got Twitch users to come in

而是让 Twitch 用户

and stream it themselves on their own channel

在自己的频道里直播，

and interact with their community

并与他们的社区进行互动，

and make it a real multiplayer experience.

使之转变为真正的多人参与的体验。

So I actually think that if you look out into the future --

所以我希望大家能想象下未来——

only hundreds of people today get to be sports announcers.

现在只有几百人能成为 体育节目解说员。

It's a tiny, tiny number of people who have that opportunity.

只有极少数的人拥有这样的机会。

But sports are about to go multiplayer,

但体育以后会变成 多人参与的形式，

and that means that anyone who wants to around the world

这意味着全世界每个人

is going to get the opportunity to become a sports announcer,

在未来都将有机会 成为体育节目播报员，

to give it a shot.

有机会尝试一下。

And I think that's going to unlock incredible amounts of new talent

我认为它将帮助我们中很多人

for all of us.

发现自己的潜能。

And we're not going to be asking, "Did you catch the game?"

我们不再问 “你看了这个比赛吗?”

Instead, we're going to be asking,

相反，我们会问，

"Whose channel did you catch the game on?"

“你在哪个频道上看的比赛？”

We already see this happening with cooking, with singing --

这种情况已经在 烹饪和歌唱领域出现了——

we even see people streaming welding.

我们甚至能看到有人直播焊接。

And all of this stuff is going to happen around the metaphorical campfire.

所有这些都会围绕着 比喻中的篝火所展开。

There's going to be millions of these campfires lit

在未来的几年里，还将会有

over the next few years.

数百万的“篝火”被点燃。

And on every topic,

每一个话题

you're going to be able to find a campfire

都会形成一堆篝火，

that will allow you to bond with your people around the world.

它让你与世界各地 志趣相投的人紧密相连。

For most of human history,

在人类历史的大部分时间里，

entertainment was simply multiplayer.

娱乐都是以多人形式进行的。

We sang together in person,

我们聚在一起唱歌，

we shared news together in the town square in person,

我们在广场上一起当面讨论新闻，

and somewhere along the way,

而在某一时刻，

that two-way conversation turned into a one-way transmission.

这种双向的对话 逐渐变成了单向的传输。

As someone who cares about communities,

作为一个关心社区发展的人，

I am excited for a world

我为这样一个世界而感到激动：

where our entertainment could connect us instead of isolating us.

在这个世界里，娱乐创造的 是连接而不是隔阂。

A world where we can bond with each other over our shared interests

在这个世界里，我们因为 共同的兴趣而团结在一起，

and create real, strong communities.

并创建真正强大的社区。

Games, streams and the interactions they encourage,

游戏、直播以及它们所带来的互动

are only just beginning to turn the wheel back

才刚刚开始让我们回到

to our interactive, community-rich, multiplayer past.

充满互动和社群，多人参与的旧时光。

Thank you all for sharing this experience here with me,

非常感谢大家与我共享这段经历，

and may you all find your best campfire.

希望你们都能找到属于自己的篝火。

(Applause)

（掌声）