Category: Piracy

KPMG Report – Movies & TV Widely Available on Legal Services

I’ve lost count at this point how many times and ways I’ve rejected the premise that piracy is a consumer-driven response to claims of scarcity in the market, especially in the United States; but now KPMG has released the results of a study of motion pictures and television programs that rebuts such pro-piracy claims with actual data.  You can read the details of the report for yourself, but suffice to say that if you’re an American, you really have no excuse not to be watching filmed entertainment through one of many available legal channels.  From my point of view, the KPMG report doesn’t reveal a lot that cannot be surmised anecdotally simply by scanning available titles on iTunes, Amazon VOD, Google Play, Netflix, Hulu, and so on.  But the report does verify these casual observations for anyone seeking a more methodological examination.

Naturally, KPMG could not study every possible title and account for every taste, but by looking at a sample of 808 unique films with measurable popularity based on revenue, critical acclaim, and awards, the firm found that 94% of the films studied were available on at least one (and in most cases several) of 34 legal distribution services included in their research.  These services included Subscription Video-On-Demand, ad-supported Video-On-Demand, and Electronic Sell-Through services.  The study did not even include TV-everywhere services or online catch-up services offered by networks for fans who might have missed episodes when broadcast.  Naturally, the report also does not look at original programming for web-based networks like Netflix’s House of Cards, though shockingly enough, these programs as well as network titles made rapidly available on such services are still pirated in remarkably high numbers.

Data aside, I can say personally that I currently use four non-broadcast, web-enabled services these days and still don’t have time to watch everything of interest. And so, I continue to wonder what kind of ultra-leisurely lives are led by those who complain about a lack of access to filmed entertainment.  Simply put, if you need pirate sites to feed your demand for these media, you have WAY too much time on your hands. Certain individuals may claim that specific titles of interest cannot be found through any legal channels, and such complaints often give way to over-reaching claims that piracy is about preserving culture; but year after year, sites like TorrentFreak reveal that the most pirated titles are, not surprisingly, the most popular titles according to the same kind of criteria used by KPMG for its study.  All highfalutin claims aside, if pirate sites had to rely on fans of arcane, art-house cinema, they would all fold.

To put the time thing in perspective, if we only count the titles included in the KPMG study, they translate into roughly 6.5 hours of viewable material per day for a whole year.  I don’t know any adults with full lives, jobs, responsibilities, etc. who have 6.5 hours a day, every day to watch TV shows and movies. The only people who have that kind of free time are children, who really shouldn’t be watching that much of anything, legally or otherwise.  And I suppose adults who possess great wealth might have that kind of time on their hands, but then they can afford all manner of access to media and are far more likely to spend their leisure time sailing or heli-skiing or something more exotic than six-plus hours a day watching TV and movies.  So, claims of scarcity by anyone in the US at least really need to be scorned and then ignored for the adolescent whining that it is.

One aspect of this subject I do find interesting is that despite chronic claims by various pundits and consumers that legacy industries need to “adapt,” the filmed entertainment industry has actually responded very rapidly to changes in viewer habits and desires as consequences of changes in technology.  In fact, industry-wide modifications and even experiments in distribution have been virtually in synch with advancement in the capacity to send and receive high-quality video signals worthy of our high-quality monitors and televisions.  One chart on Page 8 of the KPMG report shows a trend in decreased time between primary and secondary release of motion pictures, and this downward curve over the period studied more or less matches the technological improvements that make services like Netflix and iTunes work in the first place.  When you consider the scope of these industries as well as the number of potential stakeholders in a particular title (e.g. the number of licensees involved), the industry as a whole has actually done a pretty good job of keeping up with the times.  I get that there remain a number of Veruca Salts out there singing “I want it now,” still unsatisfied perhaps with a three-month window between a theatrical release and a low-cost, online rental; but certain demands are  simply unreasonable if we’re to have a market at all.  Of course, while waiting for that one title to become available, the KPMG report shows that even Veruca has legal access to about 585 hours of other things she can watch.

Talking Cyberlockers with Dr. David Price (Podcast)

This time last year, I had the opportunity to talk to Dr. David Price of London-based NetNames shortly after they released a report on the scale and scope of media piracy worldwide.  Presently, Dr. Price is in Washington DC where, along with collaborator Tom Galvin of the Digital Citizens Alliance, he officially released a new report on piracy, this one focused entirely on sites known as cyberlockers.  Titled “Behind the Cyberlocker Door,”  the report focuses on the top thirty sites that use this technology to facilitate and profit from the illegal distribution of copyrighted content like motion pictures, music, books, and video games.  The report describes how these black-market businesses function, and how they earn their money.  And among the more striking aspects of the study is the fact that Visa and Master Card, despite claims to the contrary, are facilitating transactions for these cyberlocker sites.  Moreover, users of these sites may be surprised to learn that signing up for premium accounts to enable faster downloads could well expose them to malware designed to enable identity theft.

Guess who the real victims of piracy are…

People like to tell themselves and others that piracy of entertainment media is a victimless crime, by which they typically mean that their one little download of a major motion picture doesn’t hurt anyone when the studio that produced said picture is making millions.  I’ve assailed this fallacy in more than a few posts, but a report released today by London-based NetNames, in collaboration with the Digital Citizens Alliance, makes quite clear that if you’re a user of a pirate site, the most vulnerable victim in the transaction may well be you.

This time last year, Dr. David Price authored a report for NetNames called “Sizing the Piracy Universe,” which as the title implies, took a very broad look at the global piracy ecosystem.  This new report “Behind the Cyberlocker Door” specifically examines the mechanics and finances of the top 30 cyberlocker sites, which are designed specifically to facilitate mass theft of copyrighted material.  Fifteen of the sites were direct download sites, and fifteen were streaming sites, and all were found to be profitable enterprises deriving revenues from a combination of advertising and the sale of premium accounts, primarily process through Visa and MasterCard.

For readers who don’t know about cyberlockers, think of the system as a vastly more robust version of a legal cloud storage service like Dropbox designed to share a limited volume of files with family, friends, and business colleagues.  These cyberlockers facilitate uploading and downloading of unlimited files worldwide among complete strangers, and  the report states unsurprisingly that the majority of the content (roughly 80% not including pornography) found on these sites is comprised of illegally distributed copyrighted works — movies, music, books, and video games.  The 30 sites studied earn collective annual profit of about $69 million.

These may not be compelling statistics to the staunch piracy advocate or even the casual piracy dabbler, who wants to convince himself that these enterprises are just a reaction to outdated scarcity caused by unreasonable copyright regimes and greedy producers.  But just because Kim Dotcom, the founders of The Pirate Bay, and even Internet industry advocates like to make grandiose, ideological claims about piracy, people should not be fooled for a second that the owners of these sites are quite so high-minded as all that.  In fact, parents of kids with unfettered access to computers ought to pay particular attention because these sites can be plain dangerous.  Dr. Price’s report indicates that more than half of all cyberlocker sties are responsible for malware infections on computers.  This is particularly worrisome as more and more consumers gravitate toward mobile devices, and the threat of identity theft through malware will likely become more acute.  Mobile devices are typically less secure than home computers, and people are storing an increasing amount of personal and financial data on mobile devices through apps designed to make transactions and communications more convenient.

A typical way in which malware is introduced by a content-theft cyberlocker, one offering downloads of movies for instance, is to sell users premium accounts and/or third-party software to expedite downloads and playback of motion pictures.  Not only do these sites charge for the service — and we’ll come back to that — but the process stepping users through sign-up and/or downloading player software is designed to mask the introduction of malware to a computer that can then be used for identity theft.  The money made by advertising and selling premium accounts to infringing material is good money for these sites, but that business model is really just bait to attract users to these sites in order to exploit their data in some more substantial fashion.  So, I know it’s terrible that content producers would ever presume to charge dirty dirty money for legal access to their works, but $3.99 to rent a movie seems like a way better deal than letting some hacker in Ukraine roam around in my personal data.

One might rationally ask why someone would pay $10/month for a premium account on one of these cyberlockers but refuse to pay $8 for an account with a legal distributor like Netflix.  The answer will invariably come back that a Netflix or a Hulu, for instance, doesn’t have every film or TV show ever made whereas these sites that don’t enter into legal agreements with producers do have just about every title you can name.   I suppose for some, that rationale is enough justification for doing harm to producers as well as risking their own data security, but the premium account phenomenon does give lie to all that nonsense calling copyright a form of “artificial scarcity.”  I mean, what are the pirates doing offering slow downloads for free and fast downloads for a price other than “creating artificial scarcity” in their own black-market paradigm?

Quite simply, piracy is a business that exploits the labor of one segment of society in order to fleece another segment of society who think they’re getting away with something.  And if that other segment is you and your data gets hacked, maybe all this pseudo-progressive talk about piracy as a social good will start to sound more like the hogwash it is.