News
News
58bn streaming piracy visits in 2015
Findings from content protection , data-analytics and piracy audience reconnection solutions provider MUSO reveal that nearly three-quarters of all visits to film and TV specific piracy sites in 2015 used web streaming as their method of consuming illegal content , highlighting a clear piracy audience trend change away from content ‘ ownership ’ using P2P / Torrents or web downloads .
These findings are from MUSO ’ s Global Film & TV Piracy Market Insight Report 2016 , available for over 226 countries and dependent
regions , which saw the company analyse global traffic from 14,000 of the largest global piracy websites , comprising of over 141 billion visits to these sites , and across 200m measured devices .
Out of a total 78.49 billion film and television piracy site visits , 73.69 % ( 57.84 billion ) were visits to streaming sites , with 72.07 % of visits via desktop devices , indicatingw consumption of infringing video content via mobile devices remains low .
With over 12 % ( 9.86 billion visits ) of that
global piracy audience from the United States , and with France , Germany and the UK all present in the top 10 countries globally by
“ Piracy audiences are becoming better connected , more tech savvy , and know what they want .”
visits , the report highlights a piracy industry in transition , with strongly varying audience trends across different countries highlighting key opportunities , as well as emerging threats .
MUSO ’ s annual report found that the second most popular piracy delivery type was torrents , capturing 17.24 % of audience visits . Despite this high activity , torrents have seen an overall decrease by 18.98 % from the first 6 months ’ visits to the last 6 months ’ visits in 2015 . Torrent activity has heavily relied on desktop users ( 77.1 %), yet has seen a trend change throughout 2015 of -18.96%. Mobile activity has seen a similar decrease by 19.02 %.
The company also noted that 2015 saw a slight increase from the first six months ’ visits to the last six months ’ visits of mobile download volumes by 4.93 %. However , the usage of downloads has been relatively low , compared to torrents and streaming traffic , accounting for 8.38 % of piracy visits . 2015 saw only a minor increase in download activity , with a growth of 0.21 % from the first six to last six months of the year . “ Piracy audiences are becoming better connected , more tech savvy , and know what they want , which is why so many of them have chosen to stream infringing content , rather than download it illegally ,” commented MUSO ’ s chief commercial officer Christopher Elkins .
“ We have a deep understanding on how these audiences are engaging online , in how they ’ re searching and seeking out new content . Likewise , with rights owners , we ’ re already seeing so many adopt a really fearless attitude in creating even more compelling and easily accessible digital assets for their local audience to engage with . It ’ s this approach that piracy can ’ t compete with ,” he declared .
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Millennial viewers favour piracy over linear TV
Following industry reports that indicate millennials spend 54 % of their TV viewing time streaming content rather than watching traditional live programming , the 2016 Millennials at the Gate report from creative advertising agency Anatomy Media looking at the streaming and piracy behaviours of young ( 18-24 ) adults , shows two key streaming habits should be of major concern to video publishers .
“ Our study looked at young millennial viewing habits . It ’ s
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important for publishers to understand the behaviour of this population because this cohort forms the cutting edge of the change that is disrupting their business models ,” said Gabriella Mirabelli , CEO , Anatomy . “ As
this population ages they will not adopt regressive technology , but rather their behaviours will migrate up and down the demographic spectrum . Looking at this
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group ’ s behaviours allows video publishers to look into the future in order to strategise and plan how to meet the viewership challenges – and potential revenue loss – they will be facing .”
Key millennial viewership trends highlighted in the study include :
• Sixty-nine per cent of young millennials use at least one method of piracy ( download , stream or mobile ) and survey results show that as a group their attitude is that piracy is acceptable . In fact , 24 per cent of
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those surveyed believe that both downloading and streaming piracy are legal .
• Sixty-one per cent of young millennials who stream content used a shared password or cable log-in . Extended economic dependence on the childhood home is correlated to sharing passwords , but it is notable that the behaviour continues even when the individual no longer shares a physical home with their parent . While streaming services enforce simultaneous stream policies , they do not appear to be tracking unique users and are thus under reporting unique users and missing out on a large amount of subscription revenue .
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