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Jonathan Broughton kicked off the discussion with a sobering introduction, painting a clear picture of the escalating piracy landscape. He observed that after a welcome decline in the "noughties," a significant turning point emerged around 2020, coinciding with the onset of the COVID-19 pandemic. Since then, piracy has seen a consistent annual rise across all forms of media, including television, film, and music, and even extending to books, publications, and software. Broughton emphasized that this isn't merely a consequence of a larger global population; piracy is increasing on a per capita basis as well.
He attributed some of this surge to "studio strategy," where the "ring-fencing" of more and more content has inadvertently taught consumers new behaviors, leading to a marked and continued rise in illicit consumption. While acknowledging that the industry isn't necessarily at a "crisis point" yet, Broughton stressed the urgency for "extreme vigilance" to prevent a return to the chaotic "noughties."
Delving into consumer perceptions, Broughton cited compelling data from European studies. The evidence clearly indicates a shift in consumer attitudes. Approximately a third of EU citizens now consciously visit illegal sites, downloading or streaming content online. This figure is likely even higher when accounting for accidental engagement. While a reassuring 83% recognize that piracy is wrong and express a willingness to opt for legal consumption if available, a growing "grey area" is emerging. Alarmingly, 35% of consumers now find piracy acceptable, a significant jump from roughly 20% just a few years ago. This trend is particularly pronounced among younger generations, with nearly half of all individuals under 25 engaging in some form of pirated content consumption.
When asked about their motivations, these consumers frequently cite availability, cost, and quality. Broughton also highlighted a crucial nuance: pirates are not solely consuming illegal content. A significant 60% of those engaging in piracy are also purchasing legal content, often citing quality and selection as key motivators. These consumers also acknowledge the superior quality and user experience offered by legal sources. Unsurprisingly, cost remains a primary driver for most pirates. A particular concern was raised regarding sports piracy, which accounts for a substantial 10-12% of legal streams being consumed.
Following this insightful overview, Broughton turned to his distinguished panel to explore effective anti-piracy strategies. The panel comprised: Miruna Herovanu, Executive Director, Audiovisual Anti-Piracy Alliance (AAPA)
Niklas Lagergren, Advisor (Acting Director), Association of Commercial Television and Video on Demand Services in Europe (ACT),Siniša Đuranović, Member of the Management Board & CCO, Croatian Telecom, Adrian Ježina, President of the Management Board, Telemach Croatia, Huub van Ballegooy, Senior Vice President, Creative Network, ITV Studios.
