MUSO：2022年电影和电视盗版报告

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TheFilmandTV

PiracyReport2022

Unlockingthevalueofdigitalpiracy

dataforthefilm&TVindustries

FEBRUARY2023

AuthoredbyAndyChatterley,CEO&Co-founder,MUSO

Contents

ThisreporthasbeenpreparedusingdatacollectedbyMUSO.MUSOisatechnologyanddatacompanythatprovidesthemostcompleteviewofglobaldigitalpiracyandunlicensedmediaconsumption.

MUSOhelpsthousandsofrights-holders,tradebodiesandgovernmentstounderstandthetruepictureofdigitalpiracy.MUSOtechnologycanhelpcompaniesprotectcontent,measureandmonetisethepiracyaudience.

ThisdocumentfocusesonthefilmandTVsectors

andpiracytrendsmeasuredacross2022.

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TheFilmandTVPiracyReport2022•2

20

Conclusion

09

Section2

PiracybyTitleinthe

0304

FilmandTVindustry

Introduction

Section

1

Theriseofpirated

contentintheFilm

andTVindustry

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TheFilmandTVPiracyReport2022•3

Introduction

DigitalpiracyoffilmandTVcontenthas

grownrapidlysince2020.Overthepast

decade,astechnologyhasdeveloped

therehasbeenasteadymoveawayfrom

torrentsanddownloadstowardsunlicensedstreamingwebsites.Theseillegal

streamingsitesoftenhaveuserinterfacestorivalthoseoflegitmateplatforms,and

offerbothnewreleasesandbackcataloguetitlesforfreeglobally.

Unsurprisingly,piracyhasresultedin

immeasurabledamageandlosstothe

entertainmentindustries.However,while

piracyrepresentsamajorthreattorevenue,piracydatapresentsawealthofopportunitiesforbroadcastersandrights-holdersalike.

Aspiracyincreases,sotoodoesthe

amountofdatawhichcanbeusedtobetterunderstandandexploitmarkedtrendsandpatternsofconsumption.Leveragingthis

datacanprovideauniquevantagepointwhichinturncanenabletheproductionoracquisitionofcontentthatcapturestheattentionofthetargetmarketevenmorepowerfullythanbefore.

Whenviewedasawhole,itcouldbeargued

thatthepiracyecosystemisthelargestvideo-

on-demandplatformintheworld.Piracydata

offerstheentertainmentsectoramoreholistic

viewofmarketdemandtohelpdrivemore

valuefortheircontent.

Historicallythisaudiencehasbeendismissed

asnichebuttoignorethisaudiencewouldbe

tomissoutonanopportunitytounderstand

truedemandandtobenefitfromhitherto

untappedpotentialcustomerconversion.

Piracyaudiencesarehighintentandhighly

engagedandmeasuringtheirdemand

uncoversemergingtrendsandnewmarkets,

bothgloballyandregionally.

Section1presentsanoverviewofthepiracy

landscape,measuringvisitstofilmandTV

piracywebsitesandhighlightingsignificant

year-on-yeargrowth.

Section2takesagranularlookatpopularfilm

andTVcontent,analysingsomeofthetrends

observedin2022andrevealingsomeofthe

waystheentertainmentindustryisusing

thisdatatoincreasethevalueoftheir

intellectualproperty.

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TheFilmandTVPiracyReport2022•4

Section1:

TheriseofpiratedcontentintheFilmandTVindustry

MUSODATAREVEALEDTHAT:

Visitstopiracywebsitesforfilm

contenthavegrownby

36.4%

in2022vs.2021

MUSO

TheriseofpiratedcontentintheFilmandTVindustryTheFilmandTVPiracyReport2022•5

VisitstoFilmandTVpiracywebsites

ThedatahighlightedinthissectionistakenfromMUSO’sPiracybyIndustrydatasetfromitsDiscoverproduct,whichmeasuresvisitstopiracywebsites,includingstreaming,torrent,webdownloadandstream-rippingsites.

MUSOmeasured215billionvisitstopiracywebsitesin2022forallmediasectors,anincreaseof18%comparedto2021acrossallmediaindustries.

VISITSTOPIRACYWEBSITESFORTVANDFILMACROSS2022

•Visitstopiracywebsitesforfilmcontenthavegrownby36.4%in2022vs2021

•VisitstopiracywebsitesforTVcontenthavegrownby8.8%in2022vs2021

•Visitstofilmpiracywebsiteaccountedfor13%ofdemandin2022(27.8billionvisits)

•VisitstoTVpiracywebsiteaccountedfor46%ofdemandin2022(99.6billionvisits)

MUSO

TheriseofpiratedcontentintheFilmandTVindustryTheFilmandTVPiracyReport2022•6

HOWPIRATEDCONTENTIS

BEINGCONSUMED

Overthepastdecadetherehas

beenagradualshiftawayaway

fromtorrents-theposterchild

ofonlinepiracy-tounlicensed

streaming,inmuchthesamewayaslegalconsumptionhasgonefromdownloadstovideoondemand.

In2022,95%ofTVcontentand57.1%offilmcontentwereaccessedvia

unlicensedstreamingwebsitesglobally.

PERCENTAGESPLITBYDELIVERYMETHODFORTVCONTENT2022

VISITSTOFILMANDTVPIRACY

WEBSITESBYGEOGRAPHY

MUSO’sPiracybyIndustrydatasettracksthegeographicaldistributionofvisitstopiracywebsites.The

chartbelowillustrateshowtheUSAisthebiggestmarketforbothfilmandTVcontent.Thismayindicatethatpiracyisdrivenasmuchby

marketingasitisbyaccess,costorlocallegislationforIPprotection.

DEMANDSPLITBYCOUNTRYFORFILMANDTVCONTENT

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TheriseofpiratedcontentintheFilmandTVindustryTheFilmandTVPiracyReport2022•7

MUSO’sPiracybyIndustrydatasethasbeen

measuringvisitstopiracywebsitessinceJanuary2017.ThecharttotherighthighlightsthatTV

piracywasataconsistentleveluntilamarkeddipduringthefirstCovidlockdown.Thisdeclineinvisitswaslargelydrivenbythelackoflivesportinthisperiod.Sincethen,MUSOhasmeasuredaconsistentincreaseinvisits.

Thisgrowthsince2020hasinpartresultedfromtheproliferationofmyriadsubscriptionplatformsandtheresultantriseofexclusivecontent.Thisbewilderingarrayofofferingsandsubscriptioncosts-especiallyduringtimesofeconomic

hardship-fuelsdigitalpiracyasmoreusers

becomeunwillingtospendonsubscriptions.

THEDEMANDFORTVCONTENTFROMJAN2017

Thedemandforpiratedfilmcontentislargelyinfluencedbythereleaseofblockbuster

movies,andwiththelackofbignewreleasesduringthepandemic,filmpiracyreduced

slgnificantlythroughthesecondhalfof2020.

However,since2021piracyhasincreased

asnewtitlesfinallybecameavailableafter

theirreleaseshadbeenpostponed.Witha

36.4%increasein2022comparedto2021,

MUSOdatasignalsacontinuedupward

trendthrough2023andbeyond.

THEDEMANDFORFILMCONTENTFROMJAN2019

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TheriseofpiratedcontentintheFilmandTVindustryTheFilmandTVPiracyReport2022•8

Only25.8%offilmandTVpiracy

trafficcomesfromsearchengines,

with66.4%beingdirecttraffic,

indicatingthatasignificant

proportionofusershaveestablishedpreferredpiracysitesforcontent.

Section1:Summary

Piracysawasignificantsurgein2022,witha36.4%increaseinvisitstofilmpiracywebsitesandan8.8%riseinvisitstoTVcontentpiracywebsites.

TRAFFICSOURCEFORFILMANDTV

CONTENTPIRACYIN2022

MUSOdataindicatesthatpiracydemandwillincreaseacross2023.Thisstemsfromtheconvergenceoftwofactors:

1)ECONOMICPRESSURES:Theeconomiclandscaperemainsvolatileandthecostoflivingcrisisisreal.Whileentertainmenttraditionallyboomsduringarecession,thecurrentconditionsofpriceand

platformexclusivitymakesitincreasinglyunaffordable.

2)SUBSCRIPTIONONLYCONTENT:Theproliferationofsubscription

streamingplatforms,witheachhavingtheirownexclusivecontent,

licensingagreements,anddistributionmethods,isforcingmorepeopletoturntopiracytoillegallystreamordownloadtheirfavouriteshowsormovies.Tokeepupwithallthelatestwatercoolertitlesinvolvesmultiplesubscriptions,somethingthatisbothtimeandmoneyconsuming.

Formany,piracyisakeytoremovethepadlockongatedfilmandTVcontent,andwithmorecontentavailableonmoreplatformsthanever

Direct:65.4%

Search:25.8%

Referrals:4.6%

before,piracyisgrowing.Withthisgrowthcomesanunprecedentedopportunitytolearnmoreaboutthisvastaudienceandtheir

consumptiondemand.Thisinsightisbeingusedbyentertainmentcompaniestoincreasethevalueoftheirintellectualproperty.

Social:3.8%

Mail:0.6%

DisplayAds:1.2%

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TheFilmandTVPiracyReport2022•9

.

Section2:

PiracybyTitleintheFilmandTVindustry

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TheFilmandTVPiracyReport2022•10

PiracybyTitleintheFilmandTVindustry

Section2looksataudience

preferencesbyexamining

consumptionpatternsofthemostpopularpiratedfilmsandTVshowsviewedin2022.

ThedatasharedinthissectionisfromtheMUSODiscoverPiracybyTitledataset,whichmeasurespiracyaudiencedemandforover450,000films,TVseasonsand

episodes.Thedataiscollectedbymeasuringpiracyactivityacrossillegalstreamingwebsitesand

theBitTorrentP2Pnetwork.

Providingdeepinsightsand

understandingofavastandpreviouslyhiddenaudiencehelpsrights-holdersmakedata-drivendecisionsto

increasevaluefromtheircontent.

MUSODiscoverprovidescustomerswithdailydatainsightstooptimisereleasestrategiesandmaximise

revenuesandinfluencewindowingandgeographicreleasestrategies,licensinganddistribution.

METHODOFDELIVERY:TORRENTVS

STREAMINGTECHNOLOGY

Thetorrentnetworkenablesfile

sharingthroughdecentralised

computernetworks,buthasdeclinedinuseduetotheemergenceofbetteralternativeslikeunlicensedstreamingsites.Torrentingnowaccountsfor

only16.5%offilmpiracyand2%

ofTVpiracy,althoughthisvaries

onatitlebytitlebasis.Unlicensed

streamingsitesmimicsthetechnologyoflegitimatestreamingservicesandprovideaHD,one-clickaccessto

thelatestmoviestoconsumers.

PERCENTAGESPLITBYDELIVERYMETHODFORFILMCONTENT2022

PERCENTAGESPLITBYDELIVERYMETHODFORTVCONTENT2022

MARKETSHAREOFPIRACYAUDIENCEDEMANDAMONGSTTHETOP10FILM

TITLES

Spider-Man:NoWayHome202121%TheBatman202213%

DoctorStrangeintheMultiverse

ofMadness202210%Thor:LoveandThunder20229%

BlackAdam20229%

Uncharted20228%

Eternals20218%

TopGun:Maverick20228%

JurassicWorldDominion20227%

Encanto20216%

BlackAdamaccountedfor9%ofpiracy(withinthesetoptentitles)acrossthewholeyeardespiteonlybeingreleasedinOctober2022andwasthemost

in-demandtitleamongglobalpiracyaudiencesinQ42022,garnering

twiceasmanyillegaldownloadsandstreamsasBlackPanther:WakandaForever,accountingfor31%ofthetoptentitles’piracydemand.

PiracybyTitleintheFilmandTVindustryTheFilmandTVPiracyReport2022•11

Filmpiracyanalysis

MUSOtracksdailypiracydemandforover100,000filmtitlesfromevery

countryandregionintheworld.Thissectionofthereportrevealstrends

observedacross2022andfocusesonthetoptentitles,whichconstitutesonlyafractionofthetitlesavailableintheMUSODiscoverplatform.

Globally,themostpopularfilmsof

2022wereSpider-man:NoWayHome,TheBatman,andDoctorStrange

intheMultiverseofMadness.

MOSTPOPULARFILMPIRACYTITLESACROSS2022,GLOBALVIEW

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PiracybyTitleintheFilmandTVindustryTheFilmandTVPiracyReport2022•12

WhenlookingatQ42022inisolation

Avatar:TheWayOfWater2022isthe

thirdmostpopulartitledespitebeing

releasedinthemiddleofDecember.

THEIMPACTOFWINDOWING

STRATEGIESONPIRACYANDREVENUE

TheMUSODiscoverdashboard

allowsfortheanalysisofpiracytrends

overachosentimeperiod,starting

fromthetheatricalreleasedateof

filmtitles.Thisaidstheimpactof

adaptivewindowingstrategieson

piracyandhowthiscanbeleveraged

tooptimiserevenueopportunities.

Totherightisachartthatillustratesthe

piracyprofileacross90daysofatitle’s

firsttheatrical/digitalrelease,providing

adetailedday-by-daymeasurementof

piracyinrelationtoareleasestrategy.

MOSTPOPULARFILMPIRACYTITLESINOCTOBER,NOVEMBERANDDECEMBER2022

THEFIRST90DAYSAFTERTHEATRICALRELEASE,PIRACYDEMANDPROFILE

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BlackAdamandSpider-Man:NoWayHome,whicharehighlightedaboveinyellowandgreen,werebothproducedforabudgetofaround$200million.

ThelargegreenspikeaboveforSpider-Man

showsthepiracydemandon12thMarch2022,threedaysbeforeitshomedigitalrelease

andafteran80+daytheatricalwindow.

Althoughpiracywashighpriortoits

digitalreleaseonMarch12th,mainlylow-qualitycam-ripversionsappeartohavebeenavailable.Thisisaproblemformanyusersbecausecam-ripsoffertheuserabadviewingexperience,creatingmoreofanincentiveforfrustratedconsumerstopaytowatchthesefilmsinthecinema.

InthecaseofSpider-Man,whichachievedalmost$2billionattheboxoffice,thepiracyspikeon12thMarchindicatesthatthe

demandforSpider-Manwasstillextremelystrongevenafteralongwindowandrecord-breakingbox-officetaking.Inshort,thislongtheatricalwindownullifiedtheimpactof

piracy,therebygeneratingmorerevenue.

Conversely,BlackAdam,whichonlyreportedly

grossed$393millionattheboxoffice,had

amuchshorterwindow.Itwasreleasedon

October3rdandbecameavailableonHBO

MaxonNovember22nd.Thehighestpiracy

spikewasrecordedonNovember16thnearly

aweekbeforeitshomedigitalrelease.

Butevenmoresignificantly-piracydemand

forthistitlestillremainsstrong(atthetimeof

writing).Thissuggeststhatalongertheatrical

windowmayhaveconvertedpiracyaudiences

tocinema-goers,ascam-ripqualityisinferior

todigitalqualitypiracy.Inotherwords,

BlackAdammayhavemissedoutongreater

revenueduetoitslimitedtheatricalwindow.

What’smoreisthatBlackAdamsuffereda

significantblowtoitspotentialrevenuedueto

thehigh-qualityleakpriortoitshomedigital

release.Thisallowedthepiracyaudience

towatchitforfreeinhigh-qualityaweek

beforeitsofficialhomedigitalrelease.

Thedataemphasisestheimportanceof

utilisingbothboxofficeandpiracydata

todeviseastrategicreleaseschedulethat

suppressespiracytoprotectprofit.

“Thedataemphasises

theimportanceof

utilisingbothbox

officeandpiracydata

todeviseastrategic

releaseschedulethat

suppressespiracyto

protectprofit”

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Thegeographical

distributionof

filmpiracy

GEOGRAPHICAL

DISTRIBUTIONFORFILM

PIRACYACROSS2022

Identifyingwhichcountrypiracydemandiscoming

fromallowsfilmcompaniestoadjusttheirdistribution

andmarketingstrategies.

Inmanyinstances,piracydataisavailablebeforeany

legalconsumptiondata,enablingamoreagileresponse

withdistributionandmarketingstrategies.Piracydata

oftenuncoversunseenmarketsandpreviouslyoverlooked

territories.Forexample,afilmthatishavingalimitedNorth

Americantheatricalreleasemightshowveryhighpiracy

demandinSwedenorLatvia,whicharmsmarketeerswith

additionaldatatoreachtheseaudiences.

Acrossthetoptenfilmsmostpiratedglobally,theUnited

Stateshasthelargestpiracyaudience-anaudiencethatis

over70%biggerthanIndiainsecondplace.Despitevarious

factorsaffectingpiracy-suchasmarketing,access,price,

culture,releasestrategiesandlegislation-theUSremains

consistentlyhighinpiracyacrossallmediasectors.

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Thegenre

popularityoffilmpiracyin2022

Understandinggenredemandwith

piracyaudiencesprovidesmore

nuancedanddetailedinsight.Certaingenresaremorepopularonillegal

streamingservices-kidsandfamilymovies,androm-comsforexample.Torrentsanddownloads,onthe

otherhand,maybemorepopularin

certainterritoriesforactionadventure

blockbusters,perhapsdrivenby

theneedforownershipofatitle.As

demonstratedinthegraphbelow,

fromaglobalperspectiveadventure

wasthemostpopulargenrein2022.

Drama,whichisnotinthetoptengenreslistedabove,hasthemost

filmtitlesofallthegenresinMUSO’spiracydatawith40,936titles,

butwithcomparativelylesspiracydemandthanothergenres.

NUMBEROFTITLESINTHEDRAMAGENRE

MARKETSHAREOFPIRACYAUDIENCEDEMAND

AMONGSTTHETOP10TVTITLESINTHEUSA

HouseoftheDragonSeries1202217%

ChainsawManSeries12022

RunningManSeries12010

RickandMortySeries62022

MoonKnightSeries12022

BleachSeries12004

TheEminenceinShadowSeries12022TheLordoftheRings:TheRingsofPowerS12022

SPYxFAMILYSeries12022

TheRisingoftheShieldHeroSeries22022

13%12%12%9%9%8%7%7%

6%

PiracybyTitleintheFilmandTVindustryTheFilmandTVPiracyReport2022•16

TVpiracy

titleanalysis

Inatimewheretheworldisfastbecomingaglobal

village,popularityofregionalisedTVcontent

hasexplodedgloballyandpiracydatashowsa

markedlyincreasedappetitefortitlesotherwise

unavailableaccordingtoreleaseterritories

orexclusivityofsubscriptionplatforms.

IfwefocusonjustTVpiracyintheUnitedStates-which

accountedfor13%ofallglobalTVpiracy-in2022,

HouseoftheDragonwasthemostpiratedTVshowin

theUS,makingup17%ofthetopten,with74%ofits

piracyoriginatingfromunauthorisedstreamingwebsites.

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ThesecondmostpopularTVshowwasChainsawMan,Series1-an

Animetelevisionseriesbasedon

themangaseriesofthesamename.MUSO’sdatashowspopularityof

animeandmangahasskyrocketedgloballywithpiracyaudiences.

DemandforChainsawManaccountsfor13%ofTVpiracywithinthetoptentitlesacross2022intheUSA.

WhenlookingatQ4inisolation,

ChainsawManisthemostpopulartitleintheUSandthesecond

mostpopulartitleglobally.

Long-runninganimetitleswith

hundredsofepisodes,combinedwithcontinuedincreasedculturaldemandforanime,isresultinginsixoutof

thetoptentitleswithUSpiracyaudiencein2022beingJapaneseorSouthKoreanproductions.

RunningMan,Series1,aSouth

Koreanvarietyshow,continuestoseegrowingdemandamongUSpiracyaudiences,makingitthe

thirdmostpopulartitlein2022with637episodestodate.

Thisispowerful.Piracydatais

uncoveringfastemergingculturaltrendsthatarenotasevidentfromotherdatasources.Happening

bothgloballyandregionally,it

presentsverytangibledataforfastchannelandplatformprogramming,

givingregionalaudiences

contenttheywanttowatch.

Thisispowerful.Piracydata

isuncoveringfastemerging

culturaltrendsthatarenotas

evidentfromotherdatasources.

EPISODICALDEMANDFORCHAINSAWMANOCT-DEC2022

PRODUCTIONINFORMATIONFORTHETOPTENTVSHOWSBYPIRACYDEMAND2022

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Global

geographicaldistribution

WithinMUSO’sPiracybyTitledatasetofallTVtitles,theUnitedStates

accountedfor13%ofallTVpiracydemandandhad54%moredemandthanTurkeyinsecondplace.

GEOGRAPHICALDEMANDFORTVPIRACYJAN-DEC2022GLOBALLY

Genre

demand

WithintheUnitedStates,fantasyandsciencefictiongenresare

themostpopularanddominatethegenreforTVcontent.

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Usecases

MUSO’spiracydataisbeingwidelyusedacrossthefilmandTVindustries,acrossmultiplecompanies

likestudios,cinema’s,broadcasters,platforms,agentsanddistributorsandacrossmultipleteams

likemarketing,insights,communications,commissioning,businessaffairs,acquisitionsandcontent

protection.Thedataisnuancedandcomprehensive,hereareafewusecaseexamples:

•GATHERINGAUDIENCEDATA:

Insightsintopiracyaudiencedemand

informthecommissioning,acquisition

anddistributionofcontentthatmeets

theactualdemandsofthemarket.

•OFFERINGCOMPETITIVEANDACCESSIBLELEGALSTREAMINGOPTIONS:

Oneofthedriversofpiracyisthelackof

availability.Regionalrightsholdercanuse

unlicenseddemanddatatorevealin-demandtitlesforacquistiontoimprovelegalserviceandaidsubscriberacquisitions.

•FASTCHANNELPROGRAMMING:

Piracydemanddataprovidesarichsourceof

hiddenglobalandregionaltrendsthatcaninformfastchannelprogramming.

•INCREASINGVALUE:

Usingpiracydemanddatarevealsactualdemandforamovieorgenreandcan

beusedtoleverageincreasedpiracyforlicensinganddistributionnegotiations.

•AUDIENCEAFFINITY:

Piracydataprovidesrichaffinitybetweentitles,enablingmarketers