The Impact of Piracy
- Piracy is estimated to cost the industry $52B by 2020.
- Approximately 8M consumers currently have a pirating device.
- Roughly 542M movies and TV shows (in 2017) were pirated; that number is growing.
TV Coverage from Technology Reporter Katie Linendoll
- Fifty to sixty percent of 1M+ targeted consumers are less likely to continue viewing pirated content once exposed to anti-piracy messaging. (Source: i.e. networks)
- Forty-four percent of pirated entertainment content is malicious software (Source: Digital Citizens Alliance, 2019)
Goals:
Reduce financial impact by identifying consumer behavioral drivers and executing a hyper-targeted communications plan to inform and educate unwitting consumers on the risks of accessing pirated content including:
- Exposing the sources who are supplying apps and devices for the delivery of pirated content; exposing their marketing methods
- Identifying and leveraging influencers outside the ecosystem to serve as anti-piracy advocates
- Aligning tactics with other organizations engaged in piracy mitigation and copyright infringement litigation, such as the MPAA/ACE, Digital Citizens Alliance, US Chamber of Commerce and others.
Piracy Next Steps:
- Produce a curated platform of text, video, infographic and audio content, housed on an educational and informational microsite
- Develop consumer messaging focused on consumers’ financial risk, data security through malware exposure, and potential legal implications
- Execute a hyper-targeted digital campaign using the messaging/education content to those 1M+ most likely to curb their behavior
- CTAM to provide monthly social listening reports to its members and the coalition to inform and refine the development of messaging and audience targeting
Working Group Presentations and Materials:
This section includes next steps, piracy media coverage, presentations, progress updates, key take-aways and addition insights shared from CTAM Piracy and Password Sharing working group meetings.
*Available to working group members only.
April 2020 Meeting
Topics and Resources:
- Updates to consumer messaging
- SEM results
- February Audience Intelligence Report
- Password sharing measurement
November 2019 Meeting
Topics and Resources:
- Overview of Piracy Microsite
- October Audience Intelligence Report
- Update on Password Sharing Risk Index
- Key Insights
- Conversation Overview
- Top Shared Stories
- Topics of Interest
- Piracy Audience Behavior
June 2019 Meeting
Topics and Resources
- Industry permitted and unpermitted use case scenarios
- Piracy – content and distribution strategy
- Piracy consumer behaviors and segmentation groups
- Piracy and password sharing messaging pillars
- Creating unified industry consumer messages
- Working group meeting recaps and key take-aways
- Next steps
Piracy Social Listening
- State of piracy conversations across channels like Facebook, Reddit and Twitter
- Breakdown of top stories and most shared pieces of content
- Key insights on May trending topics
- An analysis of people talking about Piracy and who the influencers are
- A deep dive into the sports-piracy discussion and consumer behavior
Password Sharing Risk Assessment
- Overview of the industry password sharing risk index (industry baseline)
- Customized views of this index, specific to individual programmers and MVPDs
- TV Everywhere usage patterns used to identify password sharing behaviors
- Risk index available to CTAM member companies this fall
Gracenote Advanced Discovery (Gracenote, a Nielsen Company)
- Video descriptors and personalized images built on the core Gracenote video data
- Powering next generation discovery experiences
- Allowing audiences to more easily find and watch content they love
Permitted / Unpermitted Use – The Impact on TV Subscriptions
- Consumer insights on three vexing scenarios for defining what the industry considers permitted or unpermitted use of TVE passwords in and out of home
- Results from 1,600 consumers in a recent study and the impact on their TV subscriptions
The CTAM Piracy and Password Sharing Working Group convenes key leaders from ACE and MPAA as well as CTAM member companies.
For more information, drop us a note