Measuring Online Copyright Infringement Justin Le Patourel Copyright evidence seminar, Friday 13 th September 2013

2 How many? How much? Who? How? Where? Why? What impact How to reduce impact? The core questions Contents …

3 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 4 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 Download40% Stream/access49% Download/stream i.e. consume 58% Median no. files consumed: 60 Average spend per consumer: £77

5 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

6 … 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 infringers Total files (legal and illegal) Volume of files

7 Infringement is heavily skewed; top 10% infringers account for 74% of infringements – thats 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%

9 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

10 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 11 What would encourage them to stop? The top five stated reasons are all about improvements to legal services Bottom 90% Infringers Top 10% Infringers

12 Confidence in knowing what is and isnt 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 isnt legal online, compared to 44% for all internet users

13 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