DtecNet - Television Piracy Season Opens White Paper Nov 2009
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DtecNet - Television Piracy Season Opens White Paper Nov 2009

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With the arrival of the new fall television season in the United States came a global surge in piracy of TV programming worldwide. Between the doldrums of July and the middle of the new season in ...

With the arrival of the new fall television season in the United States came a global surge in piracy of TV programming worldwide. Between the doldrums of July and the middle of the new season in October, TV-show piracy increased more than four times

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    DtecNet - Television Piracy Season Opens White Paper Nov 2009 DtecNet - Television Piracy Season Opens White Paper Nov 2009 Document Transcript

    • White  Paper   Television  Piracy:  It’s  the  New  Fall  Season        November 2009     Executive  Summary   Fall  brought  not  only  the  most  hyped  new  and  returning  shows  on  the  U.S.  television  schedule,  it   also  heralded  a  huge  jump  in  worldwide  trading  of  pirated  digital  copies  of  those  shows  file-­‐sharing   networks.  Viewer  interest  fueled  by  the  on-­‐air  and  online  marketing  buzz  surrounding  the  new   season’s  offerings  sent  file  traders  around  the  world  looking  for  shows  they  missed  or  can’t  get,  or   to  catch  up  on  story  lines  they  may  have  forgotten  during  the  summer.     Fueling  their  appetites:  Typically  within  hours  of  airing  on  the  U.S.  East  Coast,  even  before  they   show  on  the  West  Coast,  new  episodes  are  uploaded  to  major  file-­‐trading  networks  and  become   instantly  available  worldwide.  Piracy  patterns  appear  consistent  across  all  regions,  driven  by   availability  of  some  particularly  popular  programming.  In  some  cases,  the  file-­‐sharing  networks   sate  demand  for  programming  that  may  not  be  available  legally  or  even  just  conveniently  in  many   countries  for  days,  months  or  years.       Television  Piracy   After  a  quiet  summer,  online  piracy  of  U.S.-­‐produced  TV  content  has  spiked  dramatically  since   Labor  Day,  the  summer’s-­‐end  holiday  that  is  a  harbinger  of  the  imminent  launch  of  dozens  of  new   TV  shows.    The  U.S.  release  of  new  shows  also  has  led  to  a  huge  jump  in  online  trading  worldwide  of   illegal  copies  of  those  shows.  Between  the  summer’s  lull  in  July  and  mid-­‐season  in  October,  file   trading  of  U.S.  TV  shows  has  jumped  more  than  four  times.    The  increase  has  been  particularly   noticeable  in  Europe,  but  also  has  risen  significantly  over  the  past  two  months  in  Asia  and  North   America  (see  Figure  1  below).   There  are  several  reasons  for  the  big  increase.  Premieres  of  many  new  shows  and  splashy   relaunches  of  favorite  holdovers  still  begin  in  earnest  after  Labor  Day  on  most  U.S.  broadcast  and   basic  cable  networks.  The  latest  shows  and  the  substantial  marketing  behind  them  fuel  file-­‐trader   appetites  for  new  content  after  a  summer  of  picking  through  the  previous  season’s  leftovers.     The  file-­‐trading  networks  also  fill  a  niche  for  TV  fans  seeking  shows  they  may  have  missed,  can’t  see   at  all  on  broadcast/cable/satellite  services  in  their  part  of  the  world  or  won’t  be  able  to  see  for  a   few  hours,  a  couple  of  days  or  even  several  years.   © 2009, DtecNet. Reproduction Prohibited
    • Worldwide,  patterns  of  piracy  of  U.S.-­‐produced  TV  content  were  generally  similar  everywhere,   though  there  are  differences  in  scale  from  region  to  region.    Piracy  decreased  tremendously  during   the  summer,  then  began  surging  significantly  beginning  in  late  September  and  has  only  continued   to  increase  since  then.           Figure  1:  TV  Piracy  Breakdown  by  Region   Television Piracy by Region Infringemenets   6/2/2013   7/2/2013   8/2/2013   9/2/2013   10/2/2013   11/2/2013   North  America   Europe   La:n  America   Asia   Africa       Finally,  the  overall  jump  was  magnified  somewhat  by  the  late-­‐August  shutdown  of  The  Pirate  Bay,   the  most  prominent  and  popular  BitTorrent  site  for  trading  of  illegal  copies  of  all  kinds  of  movies,   TV  shows  and  other  digital  content.       As  discussed  in  DtecNet’s  “With  Pirate  Bay  foundering,  where  have  file  traders  gone?,”  piracy  of  all   media  dropped  briefly  but  dramatically  worldwide  when  The  Pirate  Bay’s  trackers  were   disconnected  Aug.  24,  2009.    File  traders  soon  shifted  to  other  download  sites,  and  when  new  TV   shows  began  arriving  later  in  September,  piracy  of  the  shows  took  off  too.     There  are  several  trends  noticeable  within  the  overall  rise  in  TV  piracy.  Europe  leads  all  regions  in   the  rate  of  piracy  of  U.S.-­‐made  television  content.    This  is  likely  due  to  several  reasons:     • Widespread  interest  in  U.S.-­‐produced  cultural  content  of  all  kinds;   • Widespread  access  to  the  Internet  and  downloading  technologies;   • Widespread  fluency  in  the  English  language;   • Nearly  simultaneous  releases  (and  concomitant  marketing  support)  of  many  shows;   • A  lack  of  legal  online  access  to  shows,  making  illegal  downloads  the  only  source  for  catching   up  with  missed  episodes.       Even  with  widespread  European  piracy,  however,  the  United  States  remains  the  country  with  the   most  television  piracy,  comprising  about  11.6  percent  of  this  fall’s  total  downloads.  Given  that  most   U.S.  content  targets  U.S.  audiences,  this  isn’t  surprising.  The  Top  10  countries  for  piracy  of  U.S.  TV   © 2009, DtecNet. Reproduction Prohibited 2
    • content,  which  together  are  responsible  for  more  than  half  of  all  TV  piracy  worldwide,  also  include   several  European  countries,  Australia,  Canada  and  Brazil.     Table  2:  Top  10  Pirating  Countries,  U.S.-­produced  television  content,  Sep  1  –  Nov  1,  2009   Rank   Country   1   United  States   2   United  Kingdom   3   Canada   4   Brazil   5   France   6   Australia   7   Italy   8   Spain   9   Poland   10   Germany   Figure  3:  Country  Breakdown,  U.S.  Produced  Television  Content,  Sep  1  –  Nov  1,  2009   Country Breakdown United  States   12%   United  Kingdom   8%   Rest  of  World   Canada   45%   8%   Brazil   5%   France   5%   Spain   Italy   Australia   Germany   Poland   3%   3%   6%   2%   3%       About  DtecNet,  Inc.     DtecNet  is  headquartered  in  Beverly  Hills,  Calif.,  with  offices  in  Copenhagen,  London,  Paris,  and  Vilnius.   DtecNet  provides  content-­rights  holders  with  market-­leading  solutions  that  track  and  prevent  piracy   of  their  digital  media  content,  while  generating  actionable,  highly  granular  business  intelligence   about  worldwide  demand  for  those  assets.   © 2009, DtecNet. Reproduction Prohibited 3
    • By  monitoring  the  file-­sharing  habits  of  hundreds  of  millions  of  Internet  users,  DtecNet  tracks  and   identifies  file-­sharing  trends,  helping  rights  holders  understand  how  their  content  is  traded  on  the   Internet  and  how  to  make  better  decisions  on  distribution,  business  models,  marketing  and  more.       For  more  information,  go  to  http://www.dtecnet.com.  DtecNet’s  Business  Intelligence  unit  may  be   followed  on  Twitter  at  http://www.twitter.com/dtecnetbi.       For  more  information  regarding  DtecNet  Business  Intelligence,  contact:   Pam  Allison   VP,  Business  Intelligence  &  Strategy   pja@dtecnet.com   (310)  600-­‐3978   © 2009, DtecNet. Reproduction Prohibited 4