盜版觀眾是未開發的巨大財富之一

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  • 作者: 音樂地圖
    • 201808/2703:53
    ◎反盜版公司經常將版權侵權者描述為必須阻止或根除的盜賊。然而,英國研究和分析公司MUSO對盜版問題有不同的看法。在當地政府的資助下,他們有提供經典的刪除工具,但該公司更傾向於將盜版視為機遇而非威脅。當英國電信監管機構Ofcom發布最新數據時,這一點再次顯現。據該機構稱,包括Netflix和Amazon Prime在內的線上訂閱服務首次超過了衛星和有線電視。這再次表明,網路正在改變人們消費媒體的方式,從線性觀看轉向隨選模式是十多年前許多「種子檔案使用者」已經設想過的東西。

    ◎這是一個絕對然不應該被忽視,具有里程碑意義的變化。這也是MUSO的電影暨電視主管Chris Anderson全心全意地贊同的,不過有一個重要的註腳。「科技已經徹底改變了人們觀看電視的方式,與電視節目時刻表綁在一起的日子已經完全被我們拋在腦後,串流媒體服務現在正式成為大多數觀眾的首選。『正式』這個詞是關鍵,因為Ofcom的這些數字沒有考慮到的是在英國通過未授權服務和網站串流電視的有成千上萬人。」當把盜版列入考量時,線上串流媒體在很久以前就已超過了傳統電視的觀看。

    ◎人們普遍認為合法的串流服務正在驅使人們遠離盜版網站,然而這是一種誤解,雖然有越來越多的盜版者有訂閱Netflix,但盜版仍然存在且活得很好。像Netflix和Amazon Prime這樣的服務把盜版消除的想法是一種謬論。MUSO的數據顯示,儘管串流服務日益成長,但全球盜版率也逐年上升。僅在2017年,英國就一共有47.76616717億次訪問電影和電視盜版網站。MUSO鼓勵英國的電視公司不要只關注合法串流服務的競爭,而也要考慮到潛在的盜版觀眾。「盜版觀眾是未開發的巨大財富之一,他們有極高的意圖獲得內容,但常常無法容易的獲得。尋找獲取這些受眾的方法可能是將更高的利潤帶回電視和廣播的秘訣」。

    ◎當然,MUSO若不是與此事件有利害關係的情況下不會發表這些評論。該公司此前推出了一個盜版行銷平台,幫助內容創作者與盜版者建立聯繫並進行轉換。也就是說,與通常的法律威脅、犯罪報告和惡意軟體警告相比,這是一個令人耳目一新的信息。

    詳細全文:

    This week UK telecoms regulator Ofcom announced that streaming services such as Netflix and Amazon are now more popular than traditional pay-TV. It's a sign that the Internet plays a crucial role in today's distribution of video entertainment. However, according to research and analytics firm MUSO, pirate audiences remain a great untapped pool of wealth.

    Anti-piracy firms often portray copyright infringers as thieves that must be stopped or eradicated.

    However, the people at UK firm MUSO have a different take on the piracy problem. With funding from the local Government, they're offering classic takedown tools, but the company prefers to frame piracy as an opportunity rather than a threat.

    This became apparent once again when UK telecoms regulator OFCOM released new figures this week. According to the agency, online subscription services including Netflix and Amazon Prime have, for the first time, overtaken satellite and cable TV.

    This shows once again that the Internet is transforming the way people consume media. Moving from linear viewing to an on-demand model is something many 'torrenters' already envisioned more than a decade ago.

    It's a landmark change that certainly shouldn't be ignored. This is something Chris Anderson, MUSO's Head of Film & TV, wholeheartedly agrees with, albeit with a major footnote.

    "Technology has completely transformed the way people are able to watch TV and the days of being tied to a TV schedule are well and truly behind us, with streaming services now officially the preference for the majority of viewers," he says.

    "The word 'officially' is key – because what these figures from Ofcom don't take into account is the many hundreds of thousands of people who are streaming TV in the UK through unlicensed services and sites."

    When piracy is taken into account, online streaming overtook traditional TV viewing a long time ago.

    There's a general idea that legitimate streaming services are driving people away from pirate sites. However, that's a misperception. While more and more pirates have a Netflix subscription, piracy remains alive and well.

    "The idea that services such as Netflix and Amazon Prime have eradicated piracy is a fallacy. Our figures show that global piracy has increased year-on-year, in spite of the rise of streaming services. The UK had 4,776,616,717 total visits to film and TV piracy sites in 2017 alone," Anderson says.

    MUSO encourages UK broadcasters not to fixate on the competition from legitimate streaming services alone, but to consider the potential pirate audience as well.

    "Piracy audiences are one of the great untapped pools of wealth – they have extremely high intent to access content but are often simply unable to. Finding ways to access this audience could be the secret bringing higher profits back to broadcasting," the company adds.

    Of course, MUSO doesn't make these comments without having a stake in the matter. The company previously launched a piracy marketing platform, which helps content creators to connect with and convert pirates.

    That said, it's a refreshing message compared to the usual stream of legal threats, crime reports and malware warnings.

    Torrent freak

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