How to Protect your Copyrighted Content · 2020-05-15 · Download to Streaming History of Digital...
Transcript of How to Protect your Copyrighted Content · 2020-05-15 · Download to Streaming History of Digital...
© 2014 MarkMonitor Inc. All rights reserved.
Digital Piracy on P2P Networks How to Protect your Copyrighted Content
Olesia Klevchuk and Sam Bahun
MarkMonitor
Agenda
P2P landscape: history and recent developments
Detection and verification of unauthorized content on P2P sites
Enforcement strategies
Alternatives to enforcements
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P2P Landscape History and Recent Developments
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Download to Streaming
History of Digital Piracy
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Music piracy enters mainstream with Napster
P2P brought software and video piracy
Shift to consumption of streaming content – TV
and sports most impacted
< 5 MM Today
1995 2000
P2P
300 MM
Users
Streaming
1B+ Users
2005 2010 2015
Live
Streaming
50 MM Users
Napster
25 MM Users UseNet
16 MM Users
From Napster to eDonkey2000
First Generation of P2P
Napster brought P2P to
masses
Centralized server model
made it possible to shutdown
the network
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Second Generation of P2P
Ability to operate without
central server, connecting
users remotely to each other
Difficult to shutdown
Attracted millions of users
worldwide
Requires some technical ability,
plagued with pop-up ads and
malware
Kazaa, Gnutella and Torrent Sites
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New P2P piracy
No to little technical ability is
required
Attractive, user-friendly
interface
BitTorrent powered making
enforcements challenging
BitTorrent powered streaming app
Popcorn Time
Allows you to watch
thousands of movies
instantaneously
In the U.S., software was
downloaded onto millions
of devices
Interface resembles that
of popular legitimate
streaming platforms
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BitTorrent is among the most popular platforms online
P2P Adoption and Usage
307 million users
1.44 billion users
69 million subscribers
300 million users
Netflix
BitTorrent
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Steady trend of a number of P2P infringements
P2P Piracy
P2P piracy presents a real threat to content owners as the
number of infringements consistently hit billions of cases
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P2P Piracy around the Globe
18% 6%
46% 13%
5%
11%
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Source: MarkMonitor Q4 2014
Monetizing on piracy content
Piracy Profits From Downloads Decrease
BitTorrent portals continue to generate more ad revenue overall than any other
segment
Profits generated by Torrent sites shrank by 30% mainly at the expense of growing popularity of streaming platforms
Profits generated P2P piracy
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2013 2014
Detection and Verification
P2P Networks
Fighting Piracy Worldwide
Monitoring
Compliance
Enforcement
Reporting
Monitors millions of users worldwide
Fully compliant with the high standards of the EU Directive and applicable U.S. laws regarding evidence collection
procedures
Vendor of choice for the world’s largest anti-piracy programs
Compliant with local regulations
Notices are delivered to the correct ISP
Call centers to handle consumer inquiries regarding notices
Geographic information
Content breakdown: title, type, etc.
Report on notice quotas
Bittorrent
uTorrent
Azureus
Wyzo
eDonkey
eMule
Shareaza
K-Lite Pro
Gnutella
Bareshare
K-Lite Nitro
Limewire
Ares
Filecroc
Kceasy
Warez P2P
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P2P Verification
File (Hash) Verification: The method used to verify that a file
on a P2P network matches a copyrighted asset.
• Human – Download a full copy and apply human review of the
file.
• Fingerprinting – download and process against a database of
reference fingerprints.
Peer (Case) Verification: The method used to verify that each
peer discovered in a swarm for an infringing file is in fact
sharing the file.
Peer Verification Levels Verification Level
Step Verification Process 1 2 3 4 5 6 7
1 IP address sharing file with asset name is detected
2 IP address is verified as active (pinged, etc)
3 IP address is detected as having a P2P Client
4
Hash is collected as reported by peer for
comparison against a database of hashes for
confirmed infringements
5
File is partially downloaded and hash is collected
for comparison against a database of hashes for
confirmed infringements
6 File is partially downloaded for playback and
potential analysis against a content ID database
7 File is fully downloaded for playback and
verification
Recommended for business intelligence scanning
Recommended for notice sending based on good faith
Recommended for court level evidence standards
GDPI, P2P BI
Notice
Sending, P2P BI
Litigation
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Enforcement
Top Markets with Clear Legal Procedures or
Business Practices for P2P Notice Sending
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Things to Consider before sending notices
Geography: Notices can be sent worldwide, but are not likely
to reach the end users without supporting legislation or
business practices.
Program Goals: Education, Legal, Conversion, etc…
Notice Language: Does the notice template clearly match with
the goals while meeting all legal requirements in a given
country?
Graduated Response type programs can be based on
legislation, but also on voluntary private agreements between
trade associations/individual content owners and ISPs.
Alternative use for P2P data
Use piracy data to drive insights to convert pirates
and direct them to legal content.
DETECT VERIFY ENFORCE
ANALYZE
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Monitor Global Piracy Trends to Make Intelligent
Business Decisions
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Business Intelligence Data
What: quality, language, content type
Where: networks, ISP, geo-locations
How: streaming vs. downloading, ways to find content
Why: benchmark data
Cyberlockers
P2P
Search
Learn where and how copyrighted
material is being used Combined with traditional sources
of media consumption
Sales Data
Distribution Data
Audience Data
Software Company
Piracy Data to Create New Revenue Streams
CHALLENGE
Lack of visibility into piracy market
Pirated copies of proprietary software Cracked and hacked copies
STRATEGY
Use piracy data to measure demand for
software No enforcement – but use data to drive
sales
RESULTS
Piracy conversion strategy
Piracy data as a source of sales leads Recovering revenue from cracked software as
part of sales strategy
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Use Data to Enhance Your Business Strategy
Benefits Of Using Piracy Data
Adapt to shifting piracy landscape
Convert pirates to pay and discourage casual pirates
Making smarter business decisions
• Distribution
• Marketing
• New releases
Recover lost revenues and create additional streams of
revenue
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Q&A
Please be sure to submit all your questions via
the Q&A tab on your screen.
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Thank You!
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