Think about everyone in your life – work, home, friends, family. How many of them use some kind of streaming stick? If you’re like me, it’s easier to think about how many of them don’t.

On those streaming sticks are apps – the biggies, like Netflix and YouTube, sure. Plus loads of others, including those that exist to lure consumers, from within a totally legit environment – into a well-lit, dark alley.

If you’re reading this, you’re probably hip to CTAM’s latest Connected Consumer study, which raised more than a few eyebrows when it became clear that 72% of “Connected Early Adopters” partake of pirated video services.

Perhaps as interesting is the next- biggest slice of people who, knowingly or unknowingly, steal copyrighted content: “Connected Mainstreamers,” at 44% – which sure seems pretty close to half.

Consider this: One of the recurring threads in conversations about online video piracy is how professional, attractive, and legit the offers look. Maybe slightly nerdy, yes, but legit. (See Figure 3.) What’s the best way to tell your Aunt Carol that the streaming stick she got for her birthday, which your cousin sideloaded with Kodi and enabled for lots of “free” video, is not good? That’s the task.

Why this matters: A significant portion of consumers is probably unaware of, or ambivalent to, the legitimacy of the content they’re streaming. File under “If They Only Knew…”

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