쉐도잉 연습: The DaVinci Takeover: Why Millions Are Deleting Adobe - 영상으로 영어 말하기 배우기

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Adobe had a stranglehold on video editing.

Premiere Pro. After Effects. $69 a month. Subscription only.

Giant cancellation fees. It’s been the way for years.

But that's changing. People are starting to ditch Premiere Pro, for something else. A software with no subscription, that you buy once and own forever. Which has a free version, with 95% of the features. Davinci Resolve.

The software that dominates TV and Hollywood, is now coming for Adobe.

This is how DaVinci Resolve beat Adobe at its own game.

What some people miss is that DaVinci isn't really just "another editor".

It has something very powerful, but also very specific.

To understand why DaVinci is so important, we actually have to look where it's actually used the most. Hollywood movies.

Imagine the movie process as lots of overlapping pipes.

There's the rough, basic edit, using proxy files: aka lower quality versions of footage. This is often done with Avid Media Composer, or Premiere Pro.

Then it splits into different pipes: There's VFX, which is a gigantic part with all kinds of artists, tools, and steps. Then, there's the conform stage, where that low quality is upgraded to the real, high-resolution media.

There's sound design and mixing, often with composing.

And then, there's color grading. So where does DaVinci fit?

Right here . Color grading. Color correction, like fixing inconsistent lighting and exposure, and grading itself, the tone and palette of the movie.

DaVinci could handle a lot of these steps, but it is hands down, undeniably the best at this.

This isn't a small niche audience either. Most major movies, TV commercials, TV shows, and music videos are color graded in Resolve. Star Wars, Avatar, The Martian, Jason Bourne, Oppenheimer, Superman, Alien Romulus, Pirates of the Caribbean… it'd probably be easier to list blockbusters not color-graded in DaVinci. This is actually where one of their problems was.

You see, DaVinci isn't new. It's actually been around for over 40 years.

And through the 80s and 90s, DaVinci had built a reputation as the gold standard for color grading. : DaVinci Classic, DaVinci Renaissance, and DaVinci 2K.

But, it was a bit different back then. These products were between $200,000 and $800,000.

Not cheap, but this was pretty standard for filmmaking tools.

It wasn't you or me buying this software, it was giant studios.

This continued for decades, then out of nowhere, seemed to come the end of DaVinci.

The corporate owner, Acterna, went bankrupt in 2008.

But… DaVinci, the company within Acterna, was still profitable.

Though that didn't matter. Even if part of a business is profitable, when the whole thing goes into bankruptcy, it can be very messy.

But ironically, this was probably the best thing to happen to DaVinci.

Different assets went up for sale at a bankruptcy auction.

DaVinci was bought by the Australian camera company Blackmagic Design.

And more specifically, its owner Grant Petty.

His company was a bit different. It was very self sufficient. They hadn't borrowed money and had basically no investment. : "If you're using venture capital, you're always desperate to pay back the investment" " in the right place and fit enough to take the opportunity. "Sales were up and we were doing quite well". The price for DaVinci was $10 million, which was quite a bargain, since buying the software itself cost $250,000.

But Grant had big plans, which would change the world of video forever.

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Even though Blackmagic was doing well, it was time to change things up.

: "Other companies were stuck in the world of charging a lot of money for their products but we weren't playing by the same rules. Resolve was a good product, but it was the same old hardware, so we decided to focus on the software." Grant wanted to change things up, and the key to that was DaVinci Resolve.

So, in 2010, at the National Association of Broadcasters show, Grant and Blackmagic made a big announcement. New versions, and more importantly, a new price: $995 for a macOS version. $29,995 for the advanced macOS, and $19,995 for the advanced Linux version. That might sound like a lot. But remember, once you bought it, you owned it. Highly robust, top-of-the-line tools for Hollywood movies. And before this, they were between $200,000 and $800,000. This was a huge change.

But right after, the entire industry began to go through a metamorphosis.

In 2013, Adobe dropped the "pay once and own it" model.

Now, everything would be bundled under one big monthly payment.

Creative Cloud. I don't think I need to explain why Adobe is so annoying. Deceptive cancellation fees, a short trial, a giant monthly price tag, the FTC lawsuit. But, the money doesn't lie.

Other companies began to jump on. And soon every piece of software you could imagine moved to subscription. So, what about Blackmagic?

Grant could have swapped to a subscription license here, and made a lot of money.

But, he essentially did the opposite to Adobe. Grant has made it clear how much he despises these plans. : "Cloud licensors are like slumlords. You have to keep buying from them and the more you're loyal, the more you'll get penalized. It is like your dog does something nice and you beat it with a stick." DaVinci moved in the other direction. Not only did they stay a "pay once and own" model, but they doubled down. In 2017, with the release of DaVinci Resolve 14, the price dropped even more. To just $299.

And, this wasn't a cheap, basic version either.

This was the full package, with even more features.

Notably, a full scale video editor. Like Premiere Pro.

Grant also said "The full DaVinci Resolve 14 Studio is now available for only $299, which is less than the cost of most annual cloud-based subscription plans" I think we all know who he's talking about. But, somehow, that wasn't even the biggest change.

Today, if you go to DaVinci Resolve's homepage, you'll see two buttons: Free Download, and Buy now. So, what is that free download? A free trial?

A super basic DaVinci? No.

The free version has about 95% of the paid product.

I'm not kidding, you can go try it right now. It's unbelievable.

They don't even ask for your credit card. Just a few details and then they ask you what features they should add. The only things it doesn't have are resolutions beyond 4k, collaboration tools, and a few other features used by industry professionals.

It reminds me of software from the 2000s. "Here you go. We hope you like it. Anything we can do to improve?" And that's not all.

Blackmagic just kept adding stuff to DaVinci. In 2017 they acquired Fairlight, an audio editing software. Then added it to DaVinci Resolve.

Then in 2018, they added VFX and composition tools from Fusion, which they had acquired back in 2014.

DaVinci just kept getting better and better. Soon this software had everything.

Not only the best color-grading you could get, far better than anything Adobe had, but a great video editor, VFX tools, and audio editing. And all for that $299 price tag, and a robust free version. More and more people were beginning to look over from Premiere Pro. But, why do this?

Why give away most of your product for free? Surely this makes no business sense, right?

Well, it actually made much more sense than you might think.

And even if it was still in the background, word of DaVinci Resolve was beginning to get around… All kinds of fascinating business stories happen all the time, some without anyone noticing.

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For DaVinci, there are two important factors at play.

First, Blackmagic isn't a software company, like Adobe.

They're still a camera and industry tool company.

Highly advanced, professional tools like cameras around $30,000.

Editing dashboards, color panels, all for hundreds or thousands of dollars.

Their gigantic consoles for movie studios go for tens of thousands.

Blackmagic isn't a software company like Adobe.

They're a hardware company, and DaVinci Resolve is the software that goes alongside it.

So why does this matter? Because of the second factor.

Making most of it free, and the full version a "buy and own forever" license, aligns with Grant's philosophy. : " I think the computer industry has forgotten about the spirit behind when they were setup. Personal computers were about distributing computing power to individual people. Now it's become a centralization of your data and you're the product, not the product you're actually buying.

I think the computer industry has lost its way." That point about "distributing computing power to individual people" is key. Grant calls this "democratizing creativity".

It makes it easier for people to jump in, create something, and maybe end up on a path to being a filmmaker, freelance editor, color-grader, audio engineer, or even a YouTuber!

Those who start in DaVinci may, down the road, as they go from amateur to professional, pay for the other products by Blackmagic. Plus, it does something very smart.

One of the biggest challenges for a customer here isn't actually pricing. It's the switching cost.

If you've used Premiere Pro for, say, 10 years, jumping into new editing software is very hard.

It can take months to relearn shortcuts, the way plugins work, the way the timeline works, general muscle memory, and I say this as someone who's done it!

But Blackmagic has made it as easy as possible to switch.

There's no financial risk in learning it, and you're not restricted in how much you can learn.

This also brings me to a conspiracy theory I have, that Adobe secretly allowed the rampant piracy of their products in the early 2010s. To get everyone into the ecosystem, and build that switching cost. So when those who pirated software eventually pay for it, they're already used to Adobe. Though, I could be wrong.

But going back to DaVinci, this tactic actually combats piracy.

Why pirate a product that has 95% of its features for free?

The switching cost was as low as possible, and people were beginning to notice.

In just a few years, it felt like everyone was giving up Premiere.

In 2009, DaVinci had just 100 users. Of course, these customers paid hundreds of thousands, but by January 2019, DaVinci Resolve had over 2 million.

Blackmagic now had over 1000 staff, and was making $300 million a year.

For comparison, Apple's Final Cut Pro had about 2 million as well.

And this is even more true today. By 2023, Resolve had over 5.4 million users.

Compound Annual Growth Rate is 116%. And most of that growth happened after the free version was introduced. Blackmagic Revenue also grew to $124 million in 2024. Though some estimate that by 2025, it was over $550 million. Adobe's ongoing price increases, AI controversies, lawsuits, cancellation fees, and software stability issues keep pushing people toward alternatives. Hashtags like #DitchAdobe pop up all the time.

Ironically, the best marketing campaign for DaVinci… is Adobe.

So, the question is: how does DaVinci really compare?

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In the professional video editing software market, Premiere Pro is still at the top, with 35% market share. Then Final Cut Pro at 25%, then DaVinci at 15%.

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But, they're growing quickly. And keep in mind, this is video editing, not professional color-grading, which they are still dominating.

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They are slowly eating into Adobe's market. However, there are two things that concern me.

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First is that DaVinci has introduced a subscription.

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But it's a bit different. What they call the rental model, they're offering a $30 per month option, alongside the full-price purchase.

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This has got people a bit concerned. But, I can see the reason.

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Imagine you're a freelancer, and you need DaVinci just for one job. You can just pay for a single month, instead of the full price. Importantly: The one-time, perpetual license purchase is still around. So for now, I think this is okay, because it gives the consumer more choice. Though there's something else.

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With their new growth, Blackmagic would be in the perfect position for an IPO.

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That, or activist investors, or private equity, or anything along those lines.

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I can't imagine what would happen if investors pushed the company to slowly and gradually move to an entirely cloud and subscription model.

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Blackmagic is one of those companies that fills a gap in the market, delivers value, and puts their customers first. Not only that, they're thinking big picture, instead of just the latest trend. Though with how Grant likes to run his company lean and without borrowing, I don't think we have to worry.

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Adobe, however, is in a bit of trouble. Remember that insane revenue graph from earlier?

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Well, take a look at this: Despite record revenue and profit, Adobe's share price keeps falling.

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And that's not all. The FTC lawsuit for their deceptive fees has finally concluded.

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Justice seems to finally be coming for Adobe. Click here to learn the rest of the story.

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왜 이 영상으로 말하기 연습을 해야 할까요?

이 유튜브 영상은 Adobe와 DaVinci Resolve의 경쟁을 다루고 있어, 비디오 편집과 관련된 주제로 영어로 말하기 연습을 하는 데 매우 유용합니다. 이를 통해 영어 듣기 뿐만 아니라, 관련된 전문 용어와 표현을 자연스럽게 익힐 수 있습니다. 특히, 비즈니스와 기술 관련 대화를 연습함으로써 보다 실용적인 영어 실력을 키울 수 있습니다. 이 영상을 보고 따라 말하는 shadowing 연습은 실질적인 영어 회화 능력을 향상시키는데 큰 도움이 됩니다.

문맥 속의 문법 및 표현

“People are starting to ditch Premiere Pro” - 이 표현은 현재진행형을 사용하여 변화하는 추세를 강조합니다. 이런 구조를 활용하여 자신의 의견이나 관찰을 설명할 때 유용합니다.
“This is how DaVinci Resolve beat Adobe” - 'how'를 사용한 설명문. 어떤 행위의 방식이나 이유를 이야기할 때 매우 유용합니다.
“Imagine the movie process as lots of overlapping pipes” - 'imagine'와 같은 동사를 사용하여 가상의 상황을 제시하는 것은 영어에서 아이디어를 제시할 때 자주 사용되는 표현입니다.
“This isn't a small niche audience either” - 부정의 표현이 포함된 문장으로, 강조하고 싶은 내용을 뒷받침할 때 효과적으로 사용할 수 있습니다.

일반적인 발음 함정

영상에서 주의가 필요한 몇 가지 발음이 있습니다. 먼저, “DaVinci Resolve”의 발음은 상당히 어렵습니다. 특히 영어로 'DaVinci'를 발음할 때 'D'와 'v'의 소리 구분이 중요합니다. 또한 “Hollywood”와 같은 단어는 열음절 구조이므로 빠르게 말할 때 발음이 부정확해질 수 있습니다. 이러한 발음 문제는 영어 발음 교정 연습을 통해 개선할 수 있습니다. 영상의 내용을 따라 말하며 shadow speech 연습을 하면, 좀 더 자연스럽고 정확한 발음을 익히는 데 큰 도움이 됩니다.

이 영상의 문법

화자가 가장 많이 쓰는 문형을 영상 속 실제 표현과 함께 정리했습니다.

문형	영상 속 표현
현재완료 have/has + 과거분사 — 과거의 일이 지금도 관련이 있을 때	It's been · It's actually been · has made
관계절 who / which + 절 — 사람이나 사물에 대한 추가 정보	VFX, which is · million, which was · freelancing, which is
수동태 be + 과거분사 — 누가 하는지보다 무슨 일이 일어나는지에 초점	is upgraded · was bought · would be bundled

쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법

쉐도잉(Shadowing)은 원래 전문 통역사 훈련을 위해 개발된 언어 학습 기법으로, 다언어 학자인 Dr. Alexander Arguelles에 의해 대중화된 방법입니다. 핵심 원리는 간단하지만 매우 강력합니다: 원어민의 영어를 들으면서 1~2초의 짧은 지연으로 즉시 소리 내어 따라 말하는 것——마치 '그림자(shadow)'처럼 화자를 따라가는 것입니다. 문법 공부나 수동적인 청취와 달리, 쉐도잉은 뇌와 입 근육이 동시에 실시간으로 영어를 처리하고 재현하도록 훈련합니다. 연구에 따르면 이 방법은 발음 정확도, 억양, 리듬, 연음, 청취력, 말하기 유창성을 크게 향상시킵니다. IELTS 스피킹 준비와 자연스러운 영어 소통을 원하는 분들에게 특히 효과적입니다.

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쉐도잉 연습: The DaVinci Takeover: Why Millions Are Deleting Adobe - 영상으로 영어 말하기 배우기

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왜 이 영상으로 말하기 연습을 해야 할까요?

문맥 속의 문법 및 표현

일반적인 발음 함정

이 영상의 문법

쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법