- 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.
- 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)
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 litigation, such as the MPAA/ACE, Digital Citizens Alliance, US Chamber of Commerce and others to form a coalition
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.
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
Resources:
Piracy Next Steps
Monthly Social Listening Reports
Working Group Notes / Presentations
Media Coverage / Reports
The CTAM Piracy and Password Sharing Working Group convenes key leaders from ACE and MPAA as well as CTAM member companies.
For more information, please contact info@ctam.com