CCA: Australian Piracy Behaviours report, new consumer awareness ads about piracy

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Creative Content Australia (CCA) has published the 2019 edition of “Australian Piracy Behaviours,”  a report based on a survey conducted by the research firm Sycamore for CCA, to understand the piracy behavior of 1,229 adults and 659 teenagers in Australia.  It has been published annually since 2010.

While this research found that 54% of consumers turn to piracy if they can’t find content on a legitimate service, consumers who subscribe to more SVOD services are also more likely to consume pirate content; which seems counterintuitive.  CCA Chair Graham Burke commented extensively about this situation for an article published by Guardian Australia.  This adds substance to a meme that has persisted around the industry for some time.

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Access CCA’s “Australian Piracy Behaviours” report for 2019 and previous years

The CCA report complements a 2019 research report produced by the Australian government about video piracy and credential sharing, which was published in December.

CCA’s consumer awareness campaigns continue

Coinciding with the report, CCA has also launched another in its ongoing series of video ads designed to create and reinforce consumer awareness of video piracy.  Advanced Television published an article about CCA’s latest ad campaign, “Piracy, You’re exposed!”  CCA also explains the campaign behind this ad including some calls to action.  CCA’s ads are produced to run on television and in movie theatres.

CCA’s ad campaigns don’t stop at acts of piracy.  Another video, “Meet the Malwares,” draws clear association between piracy and the distibution of malware, theft of personally identifiable information, and other exposures that can be traced back to consumer visits to pirate sites and the use of pirated video content.

CCA also hosts Content Cafe, a resource that carries news and information about worldwide piracy and anti-piracy; and Just Watch, which identifies legitimate video providers.

CCA’s Australian Piracy Behaviour study found that as a result of piracy-related behaviors (accessing pirate sites or consuming pirate content), 28% of adults – and 33% of teens – surveyed had experienced pop-ups containing malware that affected their devices.  Ransomware was installed on the devices or networks of 17% of adults and 14% of teens.  Slightly smaller percentages of each were subject to losing or exposing their personal details.

See all of CCA’s anti-piracy ads

Why it matters

CCA is an Australian media industry organization that’s doing enormously important work in the world of anti-piracy: raising awareness about copyright, infringement, and the impact of piracy both on the creative community and on consumers.

In addition to its ad campaigns and research – and perhaps most importantly – CCA also produces resources for educators about copyright, creativity and the impact of piracy for primary and secondary school curriculums.

CreativeFuture takes a similar approach

In a similar vein, US-based CreativeFuture has partnered with Macmillan Publishing to produce educational materials for US learning institutions.   To help promote the venture, CreativeFuture and Macmillan posted “Why Copyright Matters,” an informative online video.   I’ll write specifically about CreativeFuture in an upcoming article.

If only the anti-piracy organizations in the US and in other regions of the world would develop similar resources – or perhaps obtain permission from CCA and CreativeFuture to offer them in their home regions…

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