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Online Content Study: Changes in the Distribution, Discovery and Consumption of Lawful and Unauthorised Online Content MC 359 (Lot 3 Label 9 and Label 13)

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Online Content Study: Changes in the Distribution, Discovery and Consumption of Lawful and Unauthorised Online Content MC 359 (Lot 3 Label 9 and Label 13) Online Content Study: Changes in the distribution, discovery and consumption of lawful and unauthorised online content MC 359 (Lot 3 Label 9 and Label 13) Final report For OFCOM 50090 – November 2015 IDATE Project Manager Vincent BONNEAU +33 (0)4 67 14 44 53 [email protected] " About IDATE and DigiWorld Institute Founded in 1977, IDATE has gained a reputation as a leader in tracking telecom, Internet and media markets, thanks to the skills of its teams of specialised analysts. Now, with the support of more than 40 member companies – which include many of the digital economy’s most influential players – the newly rebranded DigiWorld Institute has entered into a new stage of its development, structured around three main areas of activity: • IDATE Research, an offer of market intelligence publications • IDATE Consulting, time-tested analysis • DigiWorld Institute, a think tank on the digital economy. Copyright IDATE 2015, CS 94167, 34092 Montpellier Cedex 5, France All rights reserved. None of the contents of this publication may be reproduced, stored in a retrieval system or transmitted in any form, including electronically, without the prior written permission of IDATE. IDATE, DigiWorld, DigiWorld Institute and DigiWorld Yearbook are the international registered trademarks of IDATE. Online Content Study: Changes in the distribution, discovery and consumption of lawful and unauthorised online content Contents 1. Executive summary ......................................................................................................... 7 2. Introduction ................................................................................................................... 13 2.1. Evolution of lawful content offerings ........................................................................................................... 13 2.2. Enforcement options against unauthorised content solutions.................................................................. 15 2.3. Contents of this report ................................................................................................................................... 15 3. Attractiveness of unauthorised content ...................................................................... 16 3.1. Anatomy of online content solutions ........................................................................................................... 16 3.2. Main unauthorised content discovery and indexing techniques ............................................................... 17 3.2.1. Search engines ................................................................................................................................................ 17 3.2.2. Social media ..................................................................................................................................................... 18 3.2.3. External index repositories ............................................................................................................................... 20 3.2.4. Internal indexes ................................................................................................................................................ 21 3.2.5. Other mechanisms for content discovery ......................................................................................................... 23 3.2.6. Synthesis of content discovery techniques ....................................................................................................... 24 3.3. Main unauthorised content consumption techniques ................................................................................ 24 3.3.1. Main delivery modes for illegal consumption .................................................................................................... 24 3.3.2. Emerging solutions ........................................................................................................................................... 26 3.3.3. Social media as a tool for illegal live streaming consumption ........................................................................... 30 3.3.4. Other solutions ................................................................................................................................................. 32 3.3.5. Synthesis of content consumption techniques ................................................................................................. 33 3.4. Lawful content as the source for unauthorised content ............................................................................. 33 3.4.1. Content protection solutions ............................................................................................................................. 33 3.4.2. Techniques used to circumvent content protection .......................................................................................... 36 3.5. Barriers to unauthorised content offerings development .......................................................................... 38 3.5.1. Detection of unauthorised activities and circumvention techniques.................................................................. 38 3.5.2. Blocking of unauthorised activities and circumvention techniques ................................................................... 52 3.5.3. Other risks and issues that could deter users from unauthorised activities ...................................................... 54 4. Attractiveness of lawful content offerings .................................................................. 57 4.1. Business environment ................................................................................................................................... 57 4.1.1. Business models of lawful content offerings ..................................................................................................... 57 4.1.2. Rights ownership: impacts on availability of content in legal offerings ............................................................. 59 4.1.3. Availability of legal offerings ............................................................................................................................. 61 4.2. The transition to cloud ................................................................................................................................... 62 4.2.1. Generic personal cloud .................................................................................................................................... 63 4.2.2. Media personal cloud ....................................................................................................................................... 63 4.2.3. Digital Rights Lockers ....................................................................................................................................... 63 4.3. Technical limits (restrictions) which discourage lawful consumption ...................................................... 65 4.4. Synthesis ........................................................................................................................................................ 68 www.idate.org © IDATE 2015 3 Online Content Study: Changes in the distribution, discovery and consumption of lawful and unauthorised online content 5. Evolution of content consumption............................................................................... 69 5.1. Current consumption of lawful and unauthorised content......................................................................... 69 5.2. Likely scenario of evolution .......................................................................................................................... 74 5.3. Prospective consumption of lawful and unauthorised content ................................................................. 77 5.4. Breakdown of illegally consumed files per unauthorised channel ............................................................ 79 6. Glossary ......................................................................................................................... 81 www.idate.org © IDATE 2015 4 Online Content Study: Changes in the distribution, discovery and consumption of lawful and unauthorised online content Tables & Figures Table 1: Comparison of delivery techniques .......................................................................................................... 26 Table 2: Main innovative social applications offering video streaming service ...................................................... 30 Table 3: Example of DRM removal software programs ......................................................................................... 36 Table 4: Wrap-up on detection methods ................................................................................................................ 41 Table 5: Example of anonymous or encrypted solutions no longer maintained ..................................................... 50 Table 6: Main blocking techniques ......................................................................................................................... 52 Table 7: Main circumvention techniques ................................................................................................................ 52 Table 8: Categories of content and scope of products and services covered ........................................................ 57 Table 9: Competitiveness synthesis: ....................................................................................................................
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