Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?
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![Page 1: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/1.jpg)
Piracy: Friend or Foe?
Ovum OTT TV Summit 2016
Dr Ramon Lobato
Senior research fellow
Swinburne Institute for Social Research
Swinburne University of Technology, Melbourne
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Research focus
- Socio-cultural media research:
understanding what audiences do
- Special interest in piracy Understanding piracy in relation to
changing market structures
Cultural contexts & values underpinning behaviour
Approaches
- Tracking technologies and uses
- Legal and policy analysis
- International comparisons
![Page 3: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/3.jpg)
Research focus
- Socio-cultural media research:
understanding what audiences do
- Special interest in piracy Understanding piracy in relation to
changing market structures
Cultural contexts & values underpinning behaviour
Approaches
- Tracking technologies and uses
- Legal and policy analysis
- International comparisons
![Page 4: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/4.jpg)
What do we know about digital piracy?
![Page 5: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/5.jpg)
What do we know about digital piracy?
Analysis of P2P traffic shows trends in relation to particular content.
Examples: TorrentFreak data
![Page 6: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/6.jpg)
What do we know about digital piracy?
Focus groups and surveys measure attitudes and behaviours.
Examples: CCA/IPAF, Dept of Comms, MPAA, Essential, IPSOS, etc
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What do we know about digital piracy?
Economic modelling produces estimates of industry losses.
Examples: MPAA, ACIG, BSA, etc.
![Page 8: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/8.jpg)
How relevant is all this data to OTT TV?
Not entirely relevant, because:
1) Piracy is not a ‘thing’; it is a market effect.
2) Piracy metrics don’t help us to understand
willingness to pay or revenue foregone.
3) Streaming markets have specific
characteristics that we need to consider.
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Let’s look at the issue differently,
starting with the audience
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1: Audiences are diversely motivated
CATALOG DEPTH
DIVERSITY
QUALITY
TIMELINESSCO
NT
EN
T-R
ELA
TE
D
RELIABILITY
CONVENIENCE
LATENCY/GLITCHES
INTERACTIVITY
UX
PRICE
VALUE
REPUTATION
PAYM’T MODEL
EC
ON
OM
ICS
OC
IO-C
ULT
UR
ALBRAND POWER
SOCIAL NORMS
TECH-SAVVINESS
CONNECTIVITY
![Page 11: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/11.jpg)
2: The streaming market is complex;
formal + informal services coexist
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3: There are multiple kinds of piracy
with diverse economic effects
Substitution effect for TVOD,
but not SVOD and AVOD
A la carte
D/L piracy
Substitution effect for SVOD,
TVOD (sometimes) and AVOD
Pirate
streaming
Revenue dispersal,
not substitution
Parallel
importation
![Page 13: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/13.jpg)
Usability and convenience factors
BIT TORRENT
- 15 years old
- Diverse content
- Trackers
moderately
blockable
- Often used w/ VPN
- Usability: medium
ILLEGAL
STREAMING SITES
- Ephemeral but
plentiful
- General and niche
sites
- On-demand or live
(for sports)
- Usability: easy
POPCORN TIME
- P2P backend,
Netflix-like client
- Mostly US
movies and TV
- Close to OTTTV
experience
- Usability: easy
PROXIES,
VPNs
- Location tools
(+ anon)
- Parallel-
importing, not
piracy
- Usability:
medium
![Page 14: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/14.jpg)
BIT TORRENT
- 15 years old
- Diverse content
- Trackers
moderately
blockable
- Often used w/ VPN
- Usability: medium
ILLEGAL
STREAMING SITES
- Ephemeral but
plentiful
- General and niche
sites
- On-demand or live
(for sports)
- Usability: easy
(but higher risk)
POPCORN TIME
- P2P backend,
Netflix-like client
- Mostly US
movies and TV
- Close to OTTTV
experience
- Usability: easy
PROXIES,
VPNs
- Location tools
(+ anon)
- Parallel-
importing, not
piracy
- Usability:
medium
Usability and convenience factors
![Page 15: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/15.jpg)
Usability and convenience factors
BIT TORRENT
- 15 years old
- Diverse content
- Trackers
moderately
blockable
- Often used w/ VPN
- Usability: medium
ILLEGAL
STREAMING SITES
- Ephemeral but
plentiful
- General and niche
sites
- On-demand or live
(for sports)
- Usability: easy
(but higher risk)
POPCORN TIME
- P2P backend,
Netflix-like client
- Mostly US
movies and TV
- Close to OTTTV
experience
- Usability: easy
PROXIES,
VPNs
- Location tools
(+ anon)
- Parallel-
importing, not
piracy
- Usability:
medium
![Page 16: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/16.jpg)
BIT TORRENT
- 15 years old
- Diverse content
- Trackers
moderately
blockable
- Often used w/ VPN
- Usability: medium
ILLEGAL
STREAMING SITES
- Ephemeral but
plentiful
- General and niche
sites
- On-demand or live
(for sports)
- Usability: easy
POPCORN TIME
- P2P backend,
Netflix-like client
- Mostly US
movies and TV
- Close to OTTTV
experience
- Usability: easy
PROXIES,
VPNs
- Location tools
(+ anon)
- Parallel-
importing, not
piracy
- Usability:
medium
Usability and convenience factors
![Page 17: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/17.jpg)
Usability and convenience factors
BIT TORRENT
- 15 years old
- Diverse content
- Trackers
moderately
blockable
- Often used w/ VPN
- Usability: medium
ILLEGAL
STREAMING SITES
- Ephemeral but
plentiful
- General and niche
sites
- On-demand or live
(for sports)
- Usability: easy
(but higher risk)
POPCORN TIME
- P2P backend,
Netflix-like client
- Mostly US
movies and TV
- Close to OTTTV
experience
- Usability: easy
PROXIES,
VPNs
- Location tools
(+ anon)
- Parallel-
importing, not
piracy
- Usability:
medium
![Page 18: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/18.jpg)
From software to hardware
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But let’s not forget the convenience factor
![Page 20: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/20.jpg)
CATALOG DEPTH
DIVERSITY
QUALITY
TIMELINESSCO
NT
EN
T-R
ELA
TE
D
RELIABILITY
CONVENIENCE
LATENCY/GLITCHES
INTERACTIVITY
UX
PRICE
VALUE
REPUTATION
PAYM’T MODEL
EC
ON
OM
ICS
OC
IO-C
ULT
UR
ALBRAND POWER
SOCIAL NORMS
TECH-SAVVINESS
CONNECTIVITY
But let’s not forget the convenience factor
![Page 21: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/21.jpg)
But let’s not forget the convenience factor
SERVICE NUMBER + TYPE OF USER ACTIONS REQUIRED
3 Open URL/app, select content, play
NETFLIX USA +
DNS/VPN
11+Register & pay x2, install & open client/change
DNS settings, open URL/app, select content,
play
STREAMER BOX
20+Buy box, watch online tutorials, (download and
install player), change settings, find & install
repo, install addon, select content, play
![Page 22: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/22.jpg)
In conclusion, 3 strategic questions
(and reasons to be optimistic)
• What is the relative exposure of OTT TV
to piracy?
• What’s the relationship between piracy
and paid consumption?
• Where is the value – for companies and
for consumers?
![Page 23: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/23.jpg)
In conclusion, 3 strategic questions
(and reasons to be optimistic)
• What is the relative exposure of OTT TV
to piracy? → value-add of curation, serendipity, etc
• What’s the relationship between piracy
and paid consumption?
• Where is the value – for companies and
for consumers?
![Page 24: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/24.jpg)
In conclusion, 3 strategic questions
(and reasons to be optimistic)
• What is the relative exposure of OTT TV
to piracy? → value-add of curation, serendipity, etc
• What’s the relationship between piracy
and paid consumption? → may co-exist
• Where is the value – for companies and
for consumers?
![Page 25: Dr Ramon Lobato - Swinburne University of Technology - Piracy - Friend or Foe?](https://reader031.fdocuments.net/reader031/viewer/2022021814/58ef1f501a28ab44238b4635/html5/thumbnails/25.jpg)
In conclusion, 3 strategic questions
(and reasons to be optimistic)
• What is the relative exposure of OTT TV
to piracy? → value-add of curation, serendipity, etc
• What’s the relationship between piracy
and paid consumption? → may co-exist
• Where is the value – for companies and
for consumers? → focus on what piracy cannot
provide