Better consumer education could help cut video piracy

A new survey reveals that education could have a big impact on piracy, cutting the numbers who illegally share video content.

The study by digital platform security specialist Irdeto of more than 25,000 adults across 30 countries finds that despite the high number of consumers around the world watching pirated video content (52 percent), almost half (48 percent) would stop or watch less illegal content after learning the damage that piracy causes to the media industry.

An industry-wide education initiative could have the most impact in the Latin America and Asia Pacific regions. 59 percent of consumers who watch pirated content in Latin America and 55 percent in the Asia Pacific region stated they would watch less or stop watching pirated video content after learning that piracy results in revenue loss from studios, affecting investments in future content creation. However, only 45 percent in Europe and 38 percent of respondents from the US said that they would watch less or stop watching pirated content.

"A battle is being waged in the media and entertainment industry," says Doug Lowther, CEO of Irdeto. "Legal content offerings are no longer only competing against each other. Pirates have undoubtedly grown into a formidable foe that should not be ignored. With more than half of consumers openly admitting to watching pirated content, it is crucial that the industry tackle piracy head-on. To do so will require technology and services to protect the legal content as well as a comprehensive education program to help change the behavior of consumers. Coupled with a 360-degree anti-piracy strategy, the market is fully prepared to take the battle against piracy to the next level."

Among other findings are that while many consumers across the globe recognize that producing or sharing pirated video content is illegal (70 percent), far fewer people are aware that streaming or downloading the content is also against the law (59 percent). The notable exception is Russia where 87 percent of respondents don't think that producing or sharing pirated video content is illegal. In addition, 66 percent of Russians believe that it isn't illegal to download or stream pirated video content.

Movies that are currently being shown in theaters (27 percent) and TV series (21 percent) were the most popular types of pirated content. But, while live sports piracy is a growing industry problem, only three areas listed it in their top two, Portugal (25 percent), Egypt (23 percent) and the Gulf Co-operation Council states (19 percent).

The full report is available from the Irdeto website and there's an infographic with country-by-country breakdowns of the findings below.

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