Pirated content viewed by two-thirds of Indians | Security | News | Rapid TV News
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Pirated video content has been watched by 66% of Indians, despite high awareness that producing, sharing, streaming or downloading such content is illegal, a survey has found.

Irdeto logo Feb 2017Some 71% of Indian consumers polled are aware that producing or sharing pirated video content is illegal, while 64% know that streaming or downloading pirated content is against the law, according to YouGov market research commissioned by content security company Irdeto.

The survey of 500 people, conducted in January 2017, also found that 56% of Indian consumers who watch pirated content could be convinced to pirate less, or even stop watching, when told that piracy could hinder studio investment and cause a drop in the quality of content.

Nearly 30% of respondents who watch pirated content in India said they were most interested in watching new release movies, followed by TV series (23%), and live sports (13%) and Blu-ray edition of films (13%).

However, only 6% of consumers who watch pirated content are interested in viewing the films or TV programmes distributed by digital content providers like Netflix and Hulu.

“India’s OTT [over-the-top] market holds huge potential for operators and content providers, especially with the rise of 129 million urban mass consumers who will drive India’s consumer story. Demand for content on any device will only grow – but so will piracy if it is not adequately addressed,” said Sanjiv Kainth, country manager, India, Irdeto.

“Piracy not only damages revenue streams, but also deters content creators from investing in new content. It impacts the creative process and could provide consumers with less choice. It is important that consumers are aware of the long term impact of this behaviour, and that content providers have a 360° approach to security and anti-piracy that can prevent pirates from stealing additional market share,” he added.

Nearly half (48%) of Indian consumers who watch pirate content consume it via their laptops or desktop computers, while 25% use their smartphones. Smart TVs, Google Chromecast dongles and Android set-top boxes (STBs) are used by just 3-4% to view pirated content, according to the survey.

Commenting on the survey, Irdeto’s vice president of services Rory O’Connor said: “Pirate businesses will continue to capitalise on increased demand for content, but innovative operators are making headway in the fight against piracy .

“Consumer education, a compelling legal video service and a robust security and anti-piracy programme are the best ways to mitigate online and streaming piracy. A comprehensive anti-piracy strategy that includes watermarking, detection and enforcement can prevent pirates from stealing market share.”