Industry News Details

Blockchain May Be The Missing Link For Video Protection Posted on : Nov 08 - 2018

Piracy is the main concern plaguing the digital distribution of media and entertainment. With consumer video-based traffic representing more than 80% of total internet traffic by 2021, online video piracy has skyrocketed. The film and television industry estimates nearly $52 billion in lost revenues by the year 2022, up from $31.8 billion in 2017, with the U.S. sustaining anticipated losses of $11.6 billion.

Content creators are searching for ways to maintain control and ownership of video assets, while safely maximizing customer reach and monetizing the content effectively. However, the management and control of conditional access to video is complex. The farther a video gets from the content owner, the harder it becomes to enforce the copyright.

This was illustrated last year, with the season seven premiere of Game of Thrones being illegally downloaded and streamed more than 90 million times within three days of it airing.

So what are content creators doing to combat content piracy today? Where does the system fall down? And why might blockchain hold the answer?

Keeping The Pirates At Bay

Worldwide, the media and entertainment industry have threatened legal action as one way to crack down on piracy.

In 2017, six studios (including Twentieth Century Fox and Disney Enterprises) filed proceedings against nine Irish internet service providers in an attempt to stop illegal downloading of copyrighted work. If the claims of the plaintiffs are accurate, digital piracy cost the Irish economy a staggering 500 jobs and €320 million in lost revenue during 2015 alone.

Not only is legal action retrospective, taking place after much of the damage is done, it’s often expensive and ineffective.

The Recording Industry Association of America (RIAA) tried to sue more than 20,000 people for sharing music files online. It reportedly spent $64 million pursuing these individuals and won just $1.36 million from its claims. This financial loss, and the negative press generated from trying to sue children and the deceased, led the RIAA to drop its claims.

Media and entertainment groups have also explored advertising campaigns to educate the public about the true cost of video piracy. The U.K. film and television industry launched “You Make the Movies” in 2010, a series of spoof scenes from movie classics including Reservoir Dogs, which aimed to educate viewers that illegal downloading prevented more good films from being made.

Content creators can also take immediate anti-piracy action by using video protection technologies such as digital watermarking. But this tactic is no failsafe for preventing piracy. Rather, it enables content producers and rights holders to track unlawful distribution after the fact. View More