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Viewing pirated content is much more prevalent amongst young people, while willingness to access pirated content generally decreases with age, according to findings from Multiscreen, Revenue Assurance and Media Protection solutions specialist Irdeto.
The research revealed that the majority of American (70 per cent) and U.K. (72 per cent) consumers are unlikely to watch pirated content. This is different in Asia and Australia. A much smaller proportion of respondents noted that they were unlikely or extremely unlikely to watch pirated content (40 per cent Australia, 31 per cent Singapore, 40 per cent India and only 9 per cent in Indonesia), leaving a large majority of consumers in Asia Pacific who are open to consuming entertainment through illegal means.
Conversely, 62 per cent of 18-24 year olds in the UK and 54 per cent of 18-34 year olds in the US admitted to watching pirated content, a number much higher than older respondents. This highlights that young people are more willing to embrace piracy to get what they want.
The research was commissioned by Irdeto and conducted among a representative sample of over 4,700 adults to understand and address consumer behaviour around media content consumption in today’s multi-screen world. It uncovered trends in piracy, viewing habits, and service delivery platforms across the US, UK, Australia, Singapore, India, and Indonesia.
Other key findings include:
“One of the most interesting findings from our survey was that availability, poor quality, and security issues are deterrents for downloading illegal content,” said Bengt Jonsson, Vice President APAC, Irdeto. “This is a clear message to operators to provide high quality content at the right price. This could be a differentiator to remain competitive in a diverse region like Asia Pac.”
“The popularity of sports consumption over IPTV and mobile devices is increasing. We are seeing that many operators and broadcasters are focused on initiatives to drive consumer loyalty, particularly around the World Cup,” said Richard Scott, Senior Vice President, Sales and Marketing, Irdeto. “This research shows that more than 50 per cent of US and UK consumers are watching live sports in the home – either on their TVs or on a smaller screen. Broadcasting sporting events in high quality represents a significant opportunity for broadcasters to engage existing customers and acquire new ones, while also protecting their rights to provide live game coverage.”
“The laptop and desktop have overtaken the TV as the most preferred device in some parts of Asia. This signals the onset of the multi-screen phenomenon in Asia Pacific. Countries like Singapore tend to be early adopters of technology and the trend is also evident in Asian countries such as Indonesia and India. It is a reflection of how hungry for content the consumers are in this region, and their desire to own and consume content on multiple screens,” added Jonsson.