NetflixがTikTok風おもしろ動画「Fast Laughs」を公開
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2020年11月、Netflix（ネットフリックス）は、「Fast Laughs（ファスト・ラフス）」と名づけたモバイルアプリでTikTok（ティクトック）風のおもしろ動画を流す実験を開始した。米国時間3月3日、同社はこの機能をiOSで提供開始したことを発表している。ユーザーはその短編動画クリップを見て、シェアなどができるようになるほか、番組や映画をNetflixのウォッチリストに追加することもできる。番組をすぐに見るための 「Play」ボタンも追加されている。
新機能は当初、Netflixのコメディ作品から作ったビデオクリップを流す。「Big Mouth（ビッグマウス）」などのマーダーミステリー、「The Crew」などのシチュエーションコメディ、Kevin Hart（ケヴィン・ハート）やAli Wong（アリ・ウォン）などのスタンドアップコメディアンの傑作場面などだ。
NetflixはTechCrunchに、新機能は同社のオリジナル作品だけでなく全作品カタログを利用することを正式に認めた。ただし、新たな体験の中に全部でいくつの番組や映画が登場するかは明らかにしていない。
画像クレジット：Netflix
新機能はNetflixアプリの中でも目立った位置に置かれ、「Coming Soon」の隣にできた専用タブのボタン・ナビゲーション・メニューから利用できることは注目に値する。これはもはや小さな実験ではない。むしろ、「Fast Laughs」機能の初期テストが、ユーザーを捕捉しNetflixコンテンツと結びつける上でどれほど成功したかを示す証拠だ。
「Fast Laughs」は、ユーザーがアプリで見る新しい番組や映画を発見するための方法のコンセプトを、Netflixがソーシャルメディアから借りてきた初めての事例ではない。たとえば数年前、Neftflixは独自のショートビデオ「ストーリー」機能をPreview（プレビュー）という名前で導入した。しかし時代は変わった。今やユーザーはTikTokが流行させた縦型ショートフォームビデオに魅了されている。
画像クレジット：Netflix
「Fast Laughs」は、縦にスワイプするフルスクリーンビデオや、反応ボタンを画面右側に配置するなどTikTokのフォーマットに大きく影響されている。ボタンは、動画に 「LOL（泣き / 笑い）」エモジで反応したり、iMessage（アイメッセージ）やWhatsApp（ワッツアップ）、Instagram（インスタグラム）、Snapchat（スナップチャット）、Twitter（ツイッター）などのSMSアプリでシェアするのに使える。動画はすぐに見ることも「My List（マイリスト）」に加えて後から見ることもできる。
テスト期間中「Fast Laughs」の動画の長さは15秒から45秒程度だったが、Netflixは、ビデオクリップの長さに厳密な決まりはないと述べている。
クリップのコンテンツは子供にふさわしくない場合があるため「Fast Laughs」タブはNetflixの子供用プロフィールには表示されない。また、ユーザーは年齢レーティングレベルの設定に応じてコンテンツをフィルターすることもできる。
画像クレジット：Netflix
会社はこの機能を発見ツールに位置づけている。
「メンバーに楽しくて速くて直感的なやり方で作品を見つけて欲しかったので、ジャンルを超えて見ただけでわかるコメディ的な瞬間を、モバイルネイティブなフルスクリーン体験として提供しています」とNetflixのプロダクトデザイナーであるKim Ho（キム・ホ）氏はいう。。ホ氏は以前、Facebook、Instacart（インスタカート）、およびCoinでプロダクトデザインの仕事していた。「意図をもったミニマリストなUIデザインの中で必要なものを絞ることに苦労しました。透明なタブバーから瞬間への反応（LOL）やリストに加えることで次の笑いを計画することまで」と彼女は付け加えた。
しかし、「Fast Laughs」は新しく見るものを見つけることに焦点を当てているが、この機能はNetflixがTikTokとモバイルデバイスで消費する時間を競う上でも実は役に立つ。短くてもっと「つまみ食い」できるビデオコンテンツへの高まる需要を満たしているからだ。
新機能は現在iOS向けに公開中で、Android（アンドロイド）でのテストは数カ月中に始める、とNetflixは言っている。
画像クレジット：Neftflix
【原文】
Late last year, Netflix began experimenting with a new TikTok-like feed of funny videos inside its mobile app, which it called “Fast Laughs.” Today, the company announced the new feature is now rolling out on iOS, allowing users to watch, react, or share the short clips as well as add the show or movie to a Netflix watchlist. You can also push the “Play” button to start watching the program immediately.
At launch, the feature will include short clips from Netflix’s comedy catalog, including films like “Murder Mystery,” series like “Big Mouth,” sitcoms like “The Crew,” as well as snippets from stand-up comedians like Kevin Hart and Ali Wong.
Netflix confirmed to TechCrunch the feature will tap into its full catalog, not just its own original programs. However, the company couldn’t says how many total shows or movies would be featured in the new experience at any given time.
Image Credits: Netflix
The feature, notably, has been given prominent placement in the Netflix app, where it’s accessible from the bottom navigation menu on its own tab, next to “Coming Soon.” This is no small experiment, then — but rather an indication of how successful the early tests of the “Fast Laughs” feature must have been in terms of engaging users and connecting them to Netflix content.
“Fast Laughs” is not the first time Netflix has borrowed concepts from social media to help users discover new shows or movies to watch in its app. A few years ago, Netflix introduced its own short-form video “Stories” feature, called Previews, for example. But times have changed. Now users are drawn to short-form vertical video feeds, like those popularized by TikTok.
Image Credits: Netflix
“Fast Laughs” heavily borrows from the TikTok format, as its feed also features full-screen videos that you can swipe through vertically, and places the engagement buttons on the right side of the screen. These buttons let you react to the clip with an “LOL” (crying/laughing) emoji or share it via iMessage or other social media apps, like WhatsApp, Instagram, Snapchat or Twitter. You can also start watching the show immediately or save it for later viewing by adding it to “My List.”
During tests, “Fast Laughs” clips ranged in length anywhere from 15 to 45 seconds. Today, Netflix says there’s no exact clip length for these video snippets.
Because the clips’ content may not be appropriate for children, the “Fast Laughs” tab won’t appear on Netflix kids’ profiles. In addition, members will be able to filter the content based on their own settings for maturity rating levels.
Image Credits: Netflix
The company is positioning the feature as a discovery tool.
“We wanted to give members a fun, fast, and intuitive way to discover our catalog by letting these comedic moments across genres speak for themselves in a mobile-native, full screen experience,” said Netflix Product Designer Kim Ho, who previously worked on product design at Facebook, Instacart, and Coin. “We worked hard to cut to just what was necessary in an intentional and minimalist UI design, from the transparent tab bar to ways to react in the moment (‘LOL’) and plan their next laugh by adding to their list,” she added.
But though “Fast Laughs” is focused on finding new things to watch, the feature could, in fact, help Netflix compete with TikTok in terms of time spent on mobile devices, as it caters to the growing demand for shorter, more “snackable” video content.
Netflix says the feature is rolling out now to iOS and will begin testing on Android in the months to come.
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（文：Sarah Perez、翻訳：Nob Takahashi / facebook ）
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