对迪士尼新流媒体平台的期望，应该有所降低

There are high expectations for — and a lot of hoopla surrounding — Disney’s upcoming streaming service Disney+, which is scheduled to launch in November.

人们对迪士尼即将推出的流媒体服务“迪士尼+”抱有很高的期望，并对其大加宣传。该服务计划于11月推出。

The grand reception could be completely warranted, but I’d like to throw in an ounce of healthy skepticism.

盛大的接待可能是完全有理由的，但我还是要提出一点健康的怀疑。

Disney has a great library of movies, and owns the extremely successful Marvel franchise. But to successfully go digital and compete in the established streaming video arena will take more than that.

迪斯尼拥有一个巨大的电影图书馆，拥有极其成功的漫威系列。但要想成功实现数字化，并在成熟的流媒体视频领域展开竞争，需要的不仅仅是这些。

Streaming isn’t about making movies or simply having them on your platform anymore. It’s about the complicated digital delivery of video in HD and ultra HD formats — a challenge masters of video delivery deal with every day.

流媒体不再是制作电影，也不再是简单地在你的平台上播放。这是关于高清和超高清格式视频的复杂数字传输——每天都是视频传输大师们面临的挑战。

And infrastructure build-out and signal delivery is no small task when there are tens of millions of users watching different things at the same time — and different binge-watching schedules on different kinds of devices.

当有数以千万计的用户同时观看不同的事物，以及在不同类型的设备上观看不同的狂欢时刻表时，基础设施建设和信号传递并不是一项小任务。

Technologically, Disney+ will be competing with Netflix, Amazon, YouTube, the new Apple TV and even Microsoft Xbox to a certain degree.

从技术上讲，迪士尼+将在一定程度上与Netflix、亚马逊、YouTube、新苹果电视甚至微软Xbox展开竞争。

But Disney+’s biggest hurdle may very well be content. The new format of streaming is different than anything Disney or Hulu has done before. Streaming today is a hit-based business with new and fresh stuff like the series “Stranger Things,” “Tom Clancy’s Jack Ryan” and “Undercover,” and movies like “BirdBox.”

但迪士尼+最大的障碍很可能是内容。这种新的流媒体形式与迪士尼或Hulu之前所做的任何事情都不同。如今的流媒体是一个以热门剧集为基础的行业，推出了《怪奇物语》(Stranger Things)、《汤姆·克兰西(Tom Clancy)的《杰克·瑞恩》(Jack Ryan)和《卧底》(Undercover)等新鲜剧集，以及《鸟箱》(BirdBox)等电影。

Edgy is not exactly a Disney hallmark. It will need to come up with binge-worthy content because big-budget, box office blockbusters is not what streaming is all about.

急躁并不是迪斯尼的标志。它将需要提供值得沉迷的内容，因为大预算、票房大片并不是流媒体的全部。

Watching Disney’s transition from big motion pictures to cost-effective, quality digital content will be interesting — and hopefully the service will indeed be a plus for consumers.

观看迪斯尼从大型电影到高成本、高质量的数字内容的转变将是一件有趣的事情，而且希望这项服务确实能为消费者带来好处。

But expecting an instant success would be a mistake.

但期望马上获得成功，将是一个错误。