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Piracy2 Piracy2 Presentation Transcript

  • Dual Consumer Profile: “A” Consumption CONSUMPTION OVERVIEW CONSUMPTION TIMELINE • Apathetic account for: • 9% of total consumption volume • Average units/month: 3.8 Illegitimate Legitimate 35% Knowing Unknowing Legitimate 52% 26% 74% Illegitimate 48% 18% Substitution Rate: 51% DVD player TV High Definition TV, 3Dcapable TV, or IPTV Computer Digital cable , satellite or IPTV service Blu-Ray disc player Internet connected set top box 8% Before Theater In Theater Before DVD During DVD 53% 52% 50% 47% 39% 36% Physical Media NON-USA FILMS METHODS OF VIEWING CONTENT 64% 12% 1% • 19% of total illegitimate consumption volume DEVICES USED 16% 10% TOP OFFICIAL METHODS Theater/ cinema Purchase Blu-Ray/DVD from… Rent Blu-Ray/DVD from… Paid subscription service to… Purchase Blu-ray/DVD from… 92% 41% 23% 22% No 52% 20% TOP UNOFFICIAL METHODS *Download from internet… *Stream from internet site… *Buy BR/DVD from… Don't Know 8% 46% Yes 40% Average Accessed/ Viewed Past Month 3.3 Past 3 Mo.’s 7.6 38% 18% 1
  • Dual Consumer Profile: “A” Methods of Consumption Methods of Consumption Models of Consumption Reluctant 6% Aficionado 11% Currently Substituted From 1% Legitimate 52% Early Screener 35% 15% 34% 35% 20% 30% Apathetic 32% 34% 8% 1% 22% 7% Illegitimate 16% 48% Technovator 17% 93% 5% 25% 51% 79% 42% 33% Base: 281 Buy (Illegitimate) Theater/ Cinema Theater/ Cinema Free (Illegitimate) Rent (Legitimate) PPV/ VOD Substitution Rate Buy (Legitimate) Download Subscribe (Legitimate) Stream Free (Legitimate) DVD/ Blu-ray 2
  • Dual Consumer Profile: “A” Behavior PIRATING Digital/Hardcopy of Obtained Newly Released Movie? COPYING To Access Across Electronic Devices(1) Method WATCHING ON TV By Connecting Electronic Device to TV Onto 8% 45% 66% Free download USB 64% 34% 24% Purchased download 49% Free stream 34% DVD/Blu-Ray 23% Purchased stream Hard drive 53% Disc 42% Portable electronic device 45% 48% 13% 22% Digital copy purchased with a DVD/Blu-Ray 32% 54% 10% TERMS OF USE Read Digital Copy Terms Yes No 19% Yes, Succeeded 81% Yes, Did Not Succeed Do Not Know 3
  • Dual Consumer Profile: “A” Piracy Motivations PRIVEVALUE FACTOR Save money for other activities 36% Screen out those movies that are not worth watching at the theater, or … Decide on the movies that you will spend money on 30% 26% Exchange movies with friends and family 28% Gather and share good times with friends SHARING FACTOR 27% Watch movies where you want CONVENIENCE FACTOR 34% Watch movies when you want 34% 40% 40% 43% Watch movies you wouldn't have been able to watch otherwise 30% Watch movies from the comfort of your home 29% Transfer a movie to other devices 35% 34% 40% 41% 39% 32% 8% 22% 24% 44% 33% 20% 6% 9% 22% 21% 23% 3% 2% 7% 9% 19% 6%2% 22% 6%2% 23% 24% 6% 7% 2% Build a collection of movies you can watch later 30% 40% 23% 6% 1% Keep a collection of movies you really like 30% 40% 23% 7%1% Kill time when you are traveling or when there's not much to do 30% 41% 22% 6%2% Watch movies before they even get released 28% 44% 20% 6%2% USAGE FACTOR TIMING FACTOR Watch movies that are still in theater or not released on DVD/Blu-Ray… 26% 41% Show others your technical skills in obtaining movies that have not been … Feel the thrill and excitement of watching movies that have not been … 30% 38% Get to see movies before everyone else sees them 30% 40% Boast about movies that have not been released in theaters yet 30% 38% Make a statement against the movie industry SUPERIORITY FACTOR 31% 29% 39% Keep up-to-date on the latest movie news 27% Comment, rate, and review on movies on blogs and social networking sites SOCIAL FACTOR 33% 39% 38% 36% 25% 22% 23% 23% 25% 7% 2% 6% 3% 7% 2% 5%3% 6%2% 25% 4% 2% 28% 24% 7%1% 6%2% Share your tastes and likes 40% 26% 4% 2% Tell others about movies that are worth watching Completely Agree 29% 27% 44% 22% 5%2% Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Completely Disagree 4
  • Pirate Only Consumer Profile: Overview Comprise 4% of Total Consumers – xxx PIRATE ONLY COMPOSITION DEFINING ATTRIBUTES Males / Females M: 57% / F: 43% SCORED LOW ON: Age 13-17: 19% 18-25: 25% 25-34: 27% 35-54: 29% Married? Yes: 52% / No: 48% • I often use social network sites to write about or rate the newly released movies I enjoyed or disliked • I like to be part of the elite crowd that watches an american movie in the theater • Digital media should enable me to watch movies on any device I own Children in Household? Yes: 62% / No: 38% Average Yearly Income Rs. 55,670 SCORED HIGH ON: • I prefer to watch American movies dubbed in my language • I don't mind waiting for a newly released movie to come to Blu-Ray disc or DVD before I watch it Education SOCIAL NETWORKING HABITS Facebook 6% 20% Twitter 16% 15% 11% 6% 9% 2% 6% 77% 22% 28% 8% 84% LinkedIn Do not visit 57% 56% MySpace YouTube 11% 58% PIRACY MOTIVATIONS 11% 8% 70% 25% • Feel the thrill and excitement of watching movies that have not been released yet • Get to see movies before everyone else sees them • Transfer a movie to other devices 8% 18% Visit ( less often than once a week) Watch videos, read, and share posts (at least once a week) Comment on other posts (at least once a week) Create original posts, reviews, videos, etc. 5
  • Pirate Only Consumer Profile: Methods of Consumption Models of Consumption Unclassified 5% Apathetic 9% Technovato r 5% Early Screener 10% Reluctant 2% Late Adapter 14% 100% Aficionado 3% Pirate Only 4% Exclusively Legit 49% Methods of Consumption 43% 18% 39% Illegitimate 100% Free (Illegitimate) Theater/ Cinema PPV/ VOD Download Stream Base: 1,015 Total Consumers DVD/ Blu-ray 6
  • Consumer Profile: NON-PIRATE “A” Consumption CONSUMPTION OVERVIEW CONSUMPTION TIMELINE • Late Adopter account for: • 10% of total consumption volume • Average units/month: 3 Legitimate 65% Legitimate 100% 35% 0% • 13% of total legitimate consumption volume DEVICES USED 0% Before Theater In Theater Before DVD NON-USA FILMS METHODS OF VIEWING CONTENT DVD player 60.7% Digital cable , satellite or IPTV service 50.2% TV 45.5% TOP OFFICIAL METHODS Theater/ cinema 41.7% Computer 38.9% Rent Blu-Ray/DVD from retail store 26.2% Blu-Ray disc player 25.2% 77.2% Purchase Blu-Ray/DVD from retail store High Definition TV, 3D-capable TV, or IPTV Game console During DVD Purchase Blu-ray/DVD from online store 48.1% 25.7% No 68% Don't Know 16% Yes 16% Average Accessed/ Viewed Past Month 4 Past 3 Mo.’s 10 15.2% 7
  • Consumer Profile: NON-PIRATE “A” Methods of Consumption Models of Consumption 5% 3% Exclusively Legitimate 78% Late Adopter 23% Legitimate 100% Methods of Consumption 1% 10% 6% 35% 35% 24% 33% 49% Theater/ Cinema Rent (Legitimate) PPV/ VOD Buy (Legitimate) Download Subscribe (Legitimate) Base: 640 Theater/ Cinema Stream Free (Legitimate) DVD/ Blu-ray 8
  • Profile: NON-PIRATE “A” Piracy Attitudes PRICE LEGALITY ETHICS RISKS AWARENESS OF LAWS ECONOMIC IMPACT HABITS QUALITY/ COLLECTIBILITY INTENTION Movie prices are inflated/ exorbitant these days Additional costs associated with going to see a movie in the theater are too… American movies are formulaic and have decreased quality/not worth spending … Accessing/viewing movies from unofficial sources is not a form of stealing It’s okay for someone to occasionally access unofficial copies of movies if they… Only those who download unofficial copies of movies in mass quantities are… American studios don’t really lose much money as result of unofficial methods Sharing unofficial copies of movies with people I’ve never met is not a form a … Accessing/viewing movies from unofficial sources doesn’t hurt anyone It’s okay to access and view unofficial movies because it doesn't hurt anyone I would feel guilty about accessing/viewing unofficial copies of movies produced … I would feel guilty if I accessed/viewed unofficial copies of movies It’s okay to access and view unofficial copies of movies because everyone is … Accessing/viewing unofficial copies of movies sets a bad example for others My family does not believe accessing unofficial copies of movies is acceptable There is nothing wrong with sharing unofficial copies of movies I would not/ don't worry about getting caught accessing or viewing unofficial … People selling unofficial copies of movies are committing a crime Movies from file sharing/shared from friends do not cause any harm Streaming movies is legal I would not/ don't worry about my internet connection getting suspended for … I would not/ don't worry about paying fines for watching unofficial copies of … Anyone accessing unofficial copies of movies for personal use can be sued Movies from file sharing/shared from friends are likely to damage my PC Movie studios want consumers to access/view unofficial copies of movies … People who access/view unofficial copies of movies hurt the economy I like viewing newly released movies as soon as they come out in the theater Regarding accessing/viewing unofficial copies of movies, I tend to do what my … The ability to access and view unofficial copies of movies is very important to me It's okay to access/view unofficial copies of movies for private use Collecting DVDs/Blu-Ray is not important to me It is not important to watch movies in the best possible image quality, such as 3-… DVD/Blu-Ray packaging is not important to me Movies from file sharing/shared from friends are lower quality than original Extras (bonus features) are not important to me Quality difference between unofficial and official sources is minimal I will likely access and view unofficial copies of movies in the future Completely Agree Somewhat Agree 32% 31% 22% 30% 27% 26% 23% 23% 30% 28% 27% 26% 26% 25% 23% 22% 28% 27% 26% 23% 20% 31% 27% 25% 28% 22% 28% 26% 25% 25% 31% 29% 28% 27% 27% 26% 24% Neither Agree Nor Disagree 29% 33% 38% 47% 35% 27% 31% 28% 36% 32% 26% 29% 32% 35% 29% 35% 31% 27% 30% 37% 31% 26% 36% 24% 30% 38% 29% 35% 35% 26% 28% 30% 33% 30% 36% 33% 37% 31% 33% Somewhat Disagree 6% 7% 4% 9% 52% 12% 7% 31% 11% 5% 21% 9% 7% 32% 11% 7% 40% 9% 7% 35% 11% 6% 29% 10% 6% 28% 9% 10% 26% 7% 6% 37% 10% 2% 29% 12% 10% 33% 5% 5% 46% 6% 5% 38% 9% 7% 28% 5% 7% 13% 6% 5% 30% 6% 3% 38% 9% 5% 20% 7% 10% 25% 6% 7% 20% 6% 5% 28% 4% 4% 25% 9% 9% 35% 8% 6% 30% 7% 7% 39% 10% 9% 27% 11% 8% 19% 7% 7% 26% 7% 4% 33% 7% 7% 33% 4%4% 28% 6% 4% 21% 10% 5% 33% 7% 9% 31% 8% 8% Completely Disagree 9
  • Social Networking Habits of Consumers Dual Consumers Facebook 10% 26% Twitter 66% 39% MySpace Legitimate Only Consumers 57% 22% 32% 60% 17% LinkedIn 50% 16% YouTube 19% 20% 46% 26% 17% 61% 23% 16% 12% 23% 34% 19% Facebook 14% 21% Twitter 57% 59% MySpace 18% YouTube 16% 80% LinkedIn 25% 50% 24% 14% 10% 10% 62% 20% 16% 35% 4% 18% 56% 18% 13% Do not visit Visit (less frequently than once a week) Watch videos, reader and share posts (at least once a week) Comment on other posts (at least once a week) Create original posts, reviews, videos, etc. 10