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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8 Content Security |
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