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Measuring Online Copyright Infringement
Justin Le Patourel
Copyright evidence seminar, Friday 13th September 2013
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• How many?
• How much?
• Who?
• How?
• Where?
• Why?
• What impact
• How to reduce impact?
The core questions
Contents …
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• Truthfulness
• Accuracy
• Representativeness
How can you secure:
Even with the greatest care over questions and sampling, survey results must be treated with caution
Online content consumption
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Strong demand for online content: over half of internet users streamed or downloaded content during the year, spending an average of £77 each
Q1 – Q4 % 12+ internet users
Download 40%
Stream/access 49% Download/stream i.e. ‘consume’ 58%
Median no. files consumed: 60
Average spend per consumer: £77
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Base: All who accessed online content in the 12 month period
= 17% of all internet users access illegally
Infringement is a minority activity, but nearly a quarter of digital content files were accessed illegally …
29%
7.2bn files consumed; 22% illegally
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… although wide variation between content types; over a third of all films were accessed illegally but just 13% of books
36%9%
4893m
19%6%
373m
12%2%
317m
Illegal
Legal
% internet consumers% internet infringersTotal files (legal and illegal)
Volume of files
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Infringement is heavily skewed; top 10% infringers account for 74% of infringements – that’s just 2% of internet users
Concentration of infringement (all content types)
Proportion of infringers
Proportion internet users
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2% 3% 5% 7% 8% 10% 12% 13% 15% 17%
High volume infringement tends to be fairly category-specific
Overlap of top 20% music infringers with top 20% …
Film infringers
Software infringers
Vid game infringers
TV infringers
Top 20% music infringers
21%
4%
8%
15%
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Infringers spend more on both digital content and other content (including physical, live and merchandise) than non-infringers
Approximate annual spend on content
Spend on digital content
Spend on other content
£341
£468
£847
£538
£411
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Higher volume infringers stream and download content outside the home and using mobile and Wi-Fi networks more frequently
Outside home Wi-Fi
Mobile network (3G/4G)
Consumed
Non-infringers 10%
Infringers 18%
Top 10% 27%
Consumed
Non-infringers 21%
Infringers 30%
Top 10% 40%
Factors that would encourage infringers to stop
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What would encourage them to stop? The top five stated reasons are all about improvements to legal services
Bottom 90% Infringers
Top 10% Infringers
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Confidence in knowing what is and isn’t legal
44% not confident
34% not confident
30% not confident
30% of the top 10% of infringers claim they are not confident about what is and isn’t legal online, compared to 44% for all internet users
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Taking it forward – a wishlist
• More content types?
• Better understanding on legality issues
• Network and location of infringement
• Sanctions - what would people really do?
• Complementary research methodologies