2020 AUSTRALIAN PIRACY BEHAVIOURS AND ATTITUDES RESEARCH - 2020 Wave 12 Adults and Wave 7 Teens
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2020 AUSTRALIAN PIRACY
BEHAVIOURS AND ATTITUDES RESEARCH
2020 Wave 12 Adults and Wave 7 Teens
1
Methodology
2020 2020
Wave 12 Wave 7
ADULTS TEENS
Online quantitative research Online quantitative research
August 27-31st 2020 September 17-28th 2020
• 1232 respondents aged 18+ • 627 respondents aged 12-17
• National coverage • National coverage
• Up-weighted to ABS data on age, highest • Up-weighted to ABS data on age, highest
level of schooling, sex and area to be level of schooling, sex and area to be
representative of total population representative of total population
2
Contents
1 Legal and illegal viewing in 2020
Finding content and behaviour in
2 response to site blocking
3 Possible influences on behaviour
4 Focus on cyber risks
3
1. Legal and illegal
viewing in 2020
4
2020 has seen unprecedented disruption
to everyday lives
The global pandemic
has dramatically shifted
consumer access to
normal distribution
channels for creative
content.
Change in environment
has influenced viewing
preferences and
behaviours.
5
Many countries report a dramatic
rise in piracy during lockdown
MUSO Research, May 2020
6
Introducing the piracy segments
Since 2012 we have segmented the
population by the frequency of their
illegal behaviour:
PERSISTENT CASUAL
Persistent illegal downloaders: Those PIRATES PIRATES
who download or stream illegal movies or
TV shows at a frequency of at least once Participate in one or more Participate in one or more
a week piracy activity at least piracy activity monthly or less often
once a week
Casual illegal downloaders: Those who
download or stream illegal movies or TV
shows monthly or less often (but not as
frequently as once a week)
Lapsed illegal downloaders: Those
who have downloaded or streamed LAPSED NON
illegal movies or TV shows in the past PIRATES PIRATES
but claim not to ‘nowadays’
Have participated in piracy but no Have never participated
longer do so in piracy
Non-illegal downloaders: Those who
have not downloaded or streamed illegal
movies or TV shows
7Piracy has remained relatively stable for Australian adults
ADULTS 18+
Streaming and
2019 downloading movies, 2020
TV or live sport
Non Pirates
9% Active Persistent Pirates 11% Active
15% 24% Casual Pirates
14%
25%
Lapsed Pirates
12% 64% 12%
64%
Base: Total sample 18+ n= 1229 in 2019 and n=1232 in 2020
P3. Please indicate how often you do each of these activities. 8However, there has been an increase in the the proportion of
teen pirates
TEENS 12-17
Streaming and
2019 downloading movies, 2020
TV or live sport
Non Pirates
7% Active Persistent Pirates 12% Active
18% 25% Casual Pirates 30%
Lapsed Pirates 18%
10% 59%
65%
11%
Base: Total sample n=659 in 2019 and n=627 in 2020
P3. Please indicate how often you do each of these activities? Significant change at the 95% confidence level vs 2019
9A new group of persistent pirates may have been triggered by
Covid-19 lockdowns
When was the first time you ever accessed pirated content online?
ADULTS
8% 8 In the last 6 months
say they first accessed 3
pirated content 10
“in the past 6 months” 6 to 12 months ago
22 1 to 2 years ago
3 to 5 years ago
18
6 to 10 years ago
25 More than 10 years ago
PERSISTENT
Base: Persistent pirates n= 123 10
P3c When was the first time you ever accessed pirated content online (movies, TV shows or live sport)?The story is the same for teens
When was the first time you ever accessed pirated content online?
TEENS
11% 11
say they first accessed In the last 6 months
pirated content 10
“in the past 6 months”
6 to 12 months ago
19
1 to 2 years ago
26
3 to 5 years ago
25 More than 5 years ago
PERSISTENT
Base: Persistent pirates n=84; (caution small base)
P3c When was the first time you ever accessed pirated content online (movies, TV shows or live sport)? 11And existing persistent pirates are also more likely to report
increased frequency of activity in lockdown
In the last 6 months only (March-August 2020), relative to your usual behaviour, would you say you
have streamed or downloaded pirated movies and TV shows more often, less often or about the same?
ADULTS TEENS
In the last
6 months
More
About the same 40
32 Less
17
11 12
4
24 24 23 23 25 24
27 24
43 41
59 48
TOTAL PERSISTENT CASUAL TOTAL PERSISTENT CASUAL
Base: Total Pirates (current or lapsed) n= 452; Persistent n= 123 Casual n= 176; Lapsed n=153 | Base: Total Pirates (current or lapsed) n= 276; Persistent n= 84 Casual n= 124; Lapsed n=68 12
P4b In the last 6 months only (March-August 2020), relative to your usual behaviour, would you say you have streamed or downloaded pirated movies and TV shows more often, less often or about the sameFor teens there is a correlation between time not physically in
school and piracy frequency
TEENS
Average number school weeks ‘missed’ in 2020
On average teens ‘missed”
Total 6.9 Weeks of school % who pirate MORE
7 weeks missed than 6 months ago
of attending school Male 6.6
Female 7.1 2 weeks or less 9%
12-13 6.6 3- 6 weeks 18%
14-15 7.2
16-17 6.7 7-12 weeks 21%
NSW / ACT 6.1
Over 12 weeks 24%
VIC / TAS 10.6
QLD 6.8
SA / NT/ WA 3.3
Private school 7.0
Public school 6.6
Base: Teens aged 12-17 who attend school (n= 604)
Q. How many weeks of school have you ‘missed’ (i.e., not attended on site in person) in 2020 because your school was closed due to COVID-19 restrictions? 13Teens are spending more time online – especially persistent
pirates
TEENS
Time spent online each week
(13h50 in 2018 and 2019)
TOTAL PERSISTENT CASUAL LAPSED NON PIRATE
14h25 15h 15h 13h30 14h20
90 min/day 140 min/day 90 min/day 75 min/day 80 min/day
On average
teens spent
90 minutes
per day
watching video
content online
Base: Total sample n=627; Persistent n=84; Casual n= 124 Lapsed n= 68; Non pirates n=351
Q5 On average, how many hours per week are you spending online?
Q7 How many minutes (or hours), if any, would you say you spend watching movies or videos online in a typical day? 14Teens are spending more time online, especially persistent
pirates who spend more than 2 hours online each day
TEENS
Time spent online each week
(13h50 in 2018 and 2019)
TOTAL MALE FEMALE 12-13 14-15 16-17
14h25 15h00 13h50 12h30 14h30 16h
90 min/day 96 min/day 83 min/day 70 min/day 100 min/day 100 min/day
PERSISTENT CASUAL LAPSED NON PIRATE
On average
teens spent
15h 15h 13h30 14h20
90 minutes
per day 140 min/day 90 min/day 75 min/day 80 min/day
watching video
content online
Base: Total sample n=627; Male n=313; Female n= 314; 12-13 n=191; 14-15 n=211; 16-17 n=225; Persistent n=84; Casual n= 124 Lapsed n= 68; Non pirates n=351
Q5 On average, how many hours per week are you spending online?
Q7 How many minutes (or hours), if any, would you say you spend watching movies or videos online in a typical day? 15Across illegal activities frequency of teen piracy is increasing
TEENS
At least once a week At least once a month Less Often
2020 2019
Stream and watch pirated movie or TV show on YouTube 5 5 6 16 12
Use a website to stream and watch a pirated TV show \ series on the internet 6 4 5 15 10
Use a website to stream and watch a pirated movie on the internet 5 4 6 14 12
Download a pirated movie from a website 3 3 4 10 8
Use an app on your phone or tablet to access a pirated movie or TV show 3 4 3 10 5
Stream or download a pirated movie or TV show via a specifically installed app on a… 4 3 2 9 6
Use a VPN (virtual private network) to access pirated movie or TV content 3 3 3 9 7
Streamed and watched a pirated movie or TV show on Facebook or other social… 2 4 3 8 7
Download a pirated TV show \ series from a website 3 2 3 8 7
Change your DNS settings to an open DNS provider to access pirated movies or TV… 2 2 3 6 New in 2020
Use a website to stream and watch pirated live sport on the internet 3 3 4 10 7
SPORT
Use an app on your phone or tablet to access pirated live sport 2 3 2 7 4
Use a VPN (virtual private network) to access pirated live sport 2 2 2 7 5
Stream or download pirated live sport show via a specifically installed app on a set… 2 2 1 6 4
Change your DNS settings to an open DNS provider in your browser or modem… 2 1 1 5 New in 2020
%
Base: Total sample 12-17 in 2020 n=627, 2019 n=659
P3a/b. Please indicate how often you do each of these activities?. 16Adult piracy frequency remains stable
ADULTS
At least once a week At least once a month Less Often
2020 2019
Use a website to stream and watch a pirated movie on the internet 4 5 5 14 13
Stream and watch a pirated movie or TV show on YouTube 3 4 6 13 11
Use a website to stream and watch a pirated TV show/series on the internet 4 4 5 12 12
Download a pirated movie from a website 2 5 4 11 11
Download a pirated TV show/series from a website 2 4 3 10 11
Use a VPN to access pirated movie or TV content 3 3 3 9 8
Stream and watch a pirated movie or TV show on Facebook or other social media… 2 3 4 8 7
Use an app on a phone or tablet to access a pirated movie or TV show 3 2 2 8 7
Stream or download a pirated movie or TV show via a specifically installed app on a… 2 3 2 7 6
Change your DNS settings to an open DNS provider 2 1 1 4 New in 2020
Use a website to stream and watch pirated live sport on the internet 3 4 3 7
SPORT 10
Use an app on your phone or tablet to access pirated live sport 2 2 2 6 5
Use a VPN (virtual private network) to access pirated live sport 2 3 2 6 5
Stream or download pirated live sport show via a specifically installed app on a set top… 2 2 1 5 5
Change modem's DNS settings to an open DNS provider to access pirated live sport 1 2 1 4 New in 2020
%
Base: Total sample 18+ in 2020 n=1232, 2019 n=1229
P3a/b. Please indicate how often you do each of these activities?. 17Infringing Apps are a growing
problem internationally
Users download an app,
click on a link to a media
player, or access an
already bundled device for
a monthly fee, gaining
access to thousands of
channels on-demand
videos, including movies,
TV series, sport and a
cornucopia of content.
(Source: Dot.LA)
18Awareness of infringing apps is growing, especially among
teens and are unlikely to be recognised as piracy
ADULTS Awareness TEENS
Usage
Subscription
45
37
2018
2018 33%
33% 26 49%
21 20 22 paid by
73%
parents
of those who use
these apps say
they are legal
Base - Adults: Stream or download movie or TV show through a set top box device, n=443 Base - Teens: Stream or download movie or TV show through a set top box device, n=355 B3c. Which of the following apps, if any, have you heard of before today?
B3d. Which of the following apps do you currently use? B3e. Which of the following apps do you currently subscribe to? B4. And do you think the following apps are legal or illegal? (teens) *different list of apps in 2018 so for indicative purposes only 19Adults show increased frequency of legal viewing at home
ADULTS
At least once a week At least once a month Less Often
2020 2019
See a movie at the cinema 5 20 56 81 84
Watch live sport on TV 37 16 17 70 74
Stream via an Australian online subscription service 48 11 6 66 57
Download or stream a movie 25 18 16 59 48
Download or stream a TV show 27 17 15 59 50
Stream or download a movie or TV show through a set top box 18 9 9 36 30
Access movies or TV shows from overseas websites geoblocked in Australia by
19 8 8 35 New in 2020
changing your DNS settings
Buy a "pay-per-view" movie on pay TV 7 10 16 34 29
Use a VPN to access movies or TV shows from overseas websites geoblocked in
12 9 10 31 23
Australia
Buy a "pay-per-view" TV show on pay TV 6 9 14 28 24
%
Base: Total sample 18+ in 2020 (n=1232)
B2. Thinking now about your general viewing of movies and TV shows. Please indicate how often, if ever, you do each of the following.
20The frequency of most teen legal viewing is also showing an
increase TEENS
At least once a week At least once a month Less Often
2020 2019
See a movie at the cinema 7 30 55 92 91
Stream via an Australian online subscription service 61 16 6 83 75
Download or stream a movie 29 25 17 71 58
Download or stream a TV show 32 19 18 70 57
Watch live sport on TV 34 16 20 69 63
Stream or download a movie or TV show through a set top box device 30 17 11 57 38
Access movies or TV shows from overseas websites geoblocked in Australia by
24 15 8 47 New in 2020
changing your DNS settings
Buy a 'pay-per-view' movie on pay TV such as Foxtel or iTunes 14 13 18 45 39
Use a VPN to access movies or TV shows from overseas websites geoblocked in
15 15 12 41 27
Australia
Buy a 'pay-per-view' TV show on pay TV such as Foxtel or iTunes 10 12 17 39 30
%
Base: Total sample 12-17 n= 659 in 2019 and n=627 in 2020 Significant change at the 95% confidence level vs. 2019
B2. Thinking now about your general viewing of movies and TV shows. Please indicate how often, if ever, you do each of the following.
21With many subscription services facilitating and benefiting
from this shift in behaviour
ADULTS
TEENS
88% 2019 2020
2019
2019 2020
2020
71% TEENS 1 SVOD 34% 29%
64% 72% 2 SVOD 18% 21%
53% 3+ SVOD 13% 22%
46%
TEENS
23%21% 24%
17% 15%
14% 13%
8% 8%
5% 6% 5% 5% 5% 5% 3%
0% 0% 2% 2% 1% 1% 1%
NET AT Netflix Foxtel Stan Amazon Disney + YouTube Kayo Fetch TV Apple TV+ Optus Sport Binge AnimeLab Hayu 10 All
LEAST ONE Australia Prime/Prime Premium Access
Video
ADULTS: NET Foxtel or Kayo or Binge: 27%
TEENS: NET Foxtel or Kayo or Binge: 31%
Base: Total sample 18+ (n=1229 in 2019 and n= 1232 in 2020)
Significant change at the 95% confidence level vs. 2019 B3b. Which of the following services do you do you or your household have a paid subscription to? 222. How do pirates find
content and behave in
response to site blocking?
23Using search engines remains the dominant way to find
pirated content – particularly for casual pirates
ADULTS
4 Looked for recommendations for the
3
best pirate sites on social media e.g.
7 8 Facebook, Reddit, Snapchat
14 Gone directly to a site or source
23 recommended by friends or family
24 Browsed the movie / TV show
availability on the service or apps or
22 add-ons that you use or subscribe to
Gone directly to a pirate site that you
know of
36
30
Used a search engine to find a
movie/TV program title or pirate
website
PERSISTENT CASUAL
Base: Persistent n= 123; Casual n= 176;
P11 Which of the following best describes the one thing you have done most often to find a pirated movie or TV program?
24Site blocking is a catalyst for different solutions to find
content, including turning to legal sources when blocked.
ADULTS
On encountering a blocked site…
51%
81% Searched via a search engine for an alternative site to find the same pirated content
of active pirates
have experienced 74% Gone directly to an alternative site I know to find the same pirated content
a blocked site 67% Turned to an alternative legal source to access the same content
46% Used a VPN to "get around" the block
46% changed via browser
31% Changed DNS settings to an open DNS provider (via browser or modem) to access content 29% via modem
76% Given up 26% don’t know
55 56
51 51 50
42 40
2019
56%
2018
46%
Total Tech Expert Quietly confident Uncertain Novice Persistent Casual
Base: Total active pirates n=299; Persistent n= 123 Casual n= 176; Tech Expert n=119; Quietly confident n=73; Uncertain n=87; Novice n=20
P9D Have you ever tried to access a pirated movie or TV show or live sport on a website and found it blocked? P9E-J For each of the following, please indicate if you have ever done it or not when encountering a block website? 25The pattern is very similar for teens
TEENS
On encountering a blocked site…
56%
76% Searched via a search engine for an alternative site to find the same pirated content
of active pirates
have experienced 65% Gone directly to an alternative site I know to find the same pirated content
a blocked site 56% Turned to an alternative legal source to access the same content
46% Used a VPN to "get around" the block
52% changed via browser
29% Changed DNS settings to an open DNS provider (via browser or modem) to access content 13% via modem
71% Given up 34% don’t know
67 67
62
56 53
49
34
Total watch video 45 -60 1h30 Over 2 hours per day Persistent Casual
30 min or minutes - 2 hours
less per day
Base: Total Active Pirates n=208 Persistent n= 84; Casual n= 124 ;
P9D Have you ever tried to access a pirated movie or TV show or live sport on a website and found it blocked? P9E-J For each of the following, please indicate if you have ever done it or not when encountering a block website? 26Even active pirates support site blocking
Blocking websites and apps that profit from pirated content in Australia is a good idea
ADULTS
66% (AGREE)
of teens
also agree
75
72
67 69
66
56 55 56 55
TOTAL 18-24 25-34 35-49 50-64 65+ Active Inactive Have
experienced
blocking
Base: Total sample n=1232; 18-24 n=155; 25-34 n= 224; 35-49 n=320; 50-64 n=328; 65+ n=205; Active n=299; Inactive n=933, Experienced Blocking n= 222
P6. Thinking about the pirating of movies or TV shows online, please indicate how much you agree or disagree with each of these statements? 27There is also majority support from adults for action against
digital platforms
Digital platforms should be required to These digital platforms should be legally
do more to stop movie and TV or live penalised if they do not pro-actively
sport piracy on their platforms? ADULTS identify and filter out pirated content
80 % 80 %
Significant due to
AGREE increase AGREE
of “no opinion”
60 60
from 30 to 37%
40 40
53 56 55 53 57 57
50 48
20 44 20 37
0 0
9 9 5 6
16 12
23 18
30 29
20 20
40 40
DISAGREE DISAGREE
60 60
TOTAL Persistent Casual Lapsed Non pirate TOTAL Persistent Casual Lapsed Non pirate
Base: Total sample n=1232; Persistent n= 123 Casual n= 176; Lapsed n=153 ; Non-Pirate n=780 45% agree with both statements
P13a Do you agree or disagree that these Digital Platforms should be required to do more to stop movie and TV or live sport piracy on their platforms?
P13b And do you agree or disagree that these Digital platforms should be legally penalised if they do not pro-actively identify and filter out pirated content ? 283. Possible influences
on behaviour
29More than ever, piracy is seen by adults as a socially
undesirable behaviour
Downloading or streaming pirated content is stealing \ theft
ADULTS
(AGREE)
85
79% 81
of teens also
agree with 2019 69
76%
this statement
2018
73%
TOTAL Active Inactive
Base: Total sample n=1232; 18-24 n=155; 25-34 n= 224; 35-49 n=320; 50-64 n=328; 65+ n=205; Active n=299; Inactive n=933, Significant change at the 95% confidence level vs. 2019
P6. Thinking about the pirating of movies or TV shows online, please indicate how much you agree or disagree with each of these statements? 30But denial of involvement is increasing for most pirates
I do not consider myself a movie/TV shows/live sport pirate
I am watching it
at home for my ADULTS TEENS
own personal
viewing (AGREE) (AGREE)
I only
download what
I only do it 69% I can’t get here
occasionally
68%
I don't download
67% the content, only
Because I don't stream
share the
pirated content
Everyone does it
I don't put
the content 63%
online, its
already there
and I just
download it
Persistent Casual
Base: Adults Total Pirates Persistent n= 123 Casual n= 176; Teens: Persistent n=84; Casual n= 124;
P.6 Thinking about the pirating of movies or TV shows online, please indicate how much you agree or disagree with each of these statements? Significant change at the 95% confidence level vs. 2019
31And the notion that piracy is the social norm is growing again
amongst teens
Accessing pirated content is something that
everybody does nowadays
ADULTS TEENS
(AGREE) (AGREE)
67 84
58
52 64
54 55
42
37
2019 42 41
2019 28 39%
35% 25
2018
21
2018 40%
28%
TOTAL 18-24 25-34 35-49 50-64 65+ Active Inactive TOTAL 12-13 14-15 16-17 Active Inactive
Base: Total sample n=1232; 18-24 n=155; 25-34 n= 224; 35-49 n=320; 50-64 n=328; 65+ n=205; Active n=299; Inactive n=933
P6. Thinking about the pirating of movies or TV shows online, please indicate how much you agree or disagree with each of these statements? Significant change at the 95% confidence level vs. 2019
32Most adults agree there is sufficient legal content
Most people
agree that there
There is enough legal content available is enough legal
content
ADULTS
72% (AGREE) available
of teens
also agree
82 81 … and this is
79 77 77
76 confirmed as
66
69 one of the key
63
reasons why
some are
pirating less
nowadays.
But it is not
always their
main reason for
pirating less
TOTAL Persistent Casual Lapsed Non-Pirates No SVOD 1 SVOD 2 SVOD 3+ SVOD
Base: Total sample n=1232; No SVOD n=347; One SVOD n= 363; Two SVOD n=250; Three or more SVOD n=272; Persistent n= 123 Casual n= 176; Lapsed n= 153; Non-Pirates n= 780
P6. Thinking about the pirating of movies or TV shows online, please indicate how much you agree or disagree with each of these statements?
33For adults, the increased time at home and the cost of legal
options are the major given reasons for increasing piracy
Reasons given by the 10% of pirates who claim they are pirating MORE often
ADULTS More free time
is the key
reason given for
Reason ALL REASONS MAIN REASON increased piracy
I have more time on my hands these days 49% 49%
The content I watch is not available on the subscription services I pay for 36% 18%
Because I don't have to pay 48% 10%
Paying vs not
Because I can 30% 7% paying for
content
It's easier than using a subscription service 38% 7% also has a major
role to play
Nobody is stopping me 29% 5%
Can't say 4% 4%
Base: Total sample who are doing it more often n=44 ( small base)
P5c Which of the following reasons explain why you think you are downloading or streaming more than 12 months ago?
P5d Which one is the main reason that best explains why you think you are downloading or streaming more than 12 months ago?
34For teens, payment appears to play a greater role as a barrier
to legal consumption
Reasons given by the 14% of pirates who claim they are pirating MORE often
TEENS
Reason ALL REASONS MAIN REASON
Because I don’t have to pay 58% 32%
The content I watch is not available on the subscription services I pay for 46% 25%
It’s easier than using a subscription service 33% 11%
I have more time on my hands these days 37% 21%
Because I can 46% 9%
Nobody is stopping me 31% 2%
Base: Total sample who are doing it more often n=39 ( small base)
P5c Which of the following reasons explain why you think you are downloading or streaming more than 12 months ago?
P5d Which one is the main reason that best explains why you think you are downloading or streaming more than 12 months ago?
354. Focus on cyber risks
CCA Consumer campaigns in 2017 and 2020 have highlighted the cyber
risks associated with pirate sites, specifically targeting casual pirates
36Pirates are increasingly aware of the cyber security risks
of piracy
Streaming or downloading pirated TV shows or movies heightens exposure
to viruses or other malware on your computer or other devices
ADULTS
(AGREE)
85
80 78 79
74 76
71 73
69
Teens are
2019
more likely 67%
to agree
than adults
– 79%
TOTAL 18-24 25-34 35-49 50-64 65+ Active Pirate had Inactive
security pb
Base: Total sample n=1232; 18-24 n=155; 25-34 n= 224; 35-49 n=320; 50-64 n=328; 65+ n=205; Active n=299; Inactive n=933, had a cybersecurity issue because of piracy n= 216
P6. Thinking about the pirating of movies or TV shows online, please indicate how much you agree or disagree with each of these statements? Significant change at the 95% confidence level vs. 2019 37Whilst there is concern about cyber safety,
teens are less concerned than adults Fear of losing personal information
may be enough to make adults
change their behaviour
MAIN REASON ADULTS TEENS
I am concerned about exposing my personal information when pirating 27% 6%
I have access to enough content via paid services I subscribe to and legitimate free services 24% 38%
It takes too much time and effort to find pirated content these days 17% 8%
I'm worried about getting caught pirating 9% 2%
I'm worried about getting viruses on my computer 5% 12% ADULTS 8%
My computer was affected by virus'/malware after visiting pirate sites 3% 2% TEENS 14%
I felt bad about pirating 3% 10%
Site blocking is making it more difficult to find pirated content online 2% 6%
Other reason 7% 4%
My parents have told me not to 10%
Base: Teens Total sample who are doing it less n=132 Base: Adults Total sample who are doing it less n=234
P5a Which of the following reasons explain why you think you are downloading or streaming less than 12 months ago?
P5b Which one is the main reason that best explains why you think you are downloading or streaming less than 12 months ago? 38Most Australians claim to be cautious when it comes to
cyber safety
I am cautious about cyber safety
TEENS ADULTS
Strongly agree Somewhat agree
Total Total
agree agree
88% 87%
41
45 53 51 54 52 60
54 62
45
43 52
34 37 31 36 34 31 29 30
TOTAL TOTAL Persistent Casual Lapsed Non-Pirates Tech Expert Quietly Uncertain Novice
confident
Teens are as
cautious as Those who see themselves as technically proficient
adults also claim to be more cautious
Base: Total sample n=1232; Persistent n= 123 Casual n= 176; Lapsed n= 153; Non-Pirates n= 780; Tech Expert n=289; Quietly confident n=269; Uncertain n=393; Novice n=281
B1 Thinking now about your experiences with internet and technology, please indicate how much you agree or disagree with each of these statements 39The majority of active pirates have experienced cyber issues -
persistent pirates more so than casuals
TEENS PERSISTENT ADULTS
CASUAL
Pop-ups that contain Pop-ups that contain 51
42
malware that affect your TEENS malware that affect your
55% of actives device 36
device 31
have experienced
some major A virus or malware on 43
A virus or malware on 39 cybersafety your internet connection
issues. 28
your internet connection
24
Ransomware being 34
installed onto your
36 ADULTS 19
Losing or exposing your network or device
59% of actives
personal details have ever
13 Losing or exposing your 28
experienced
cyber safety personal details 15
Ransomware being 31 issues.
installed onto your 25
network or device 16 Being a victim of fraud
12
27
Being a victim of fraud 28
Your TV being hacked
9 10
% %
Base: Teens Active pirates, Persistent n= 84 Casual n= 124; Base: Adult Active pirates, Persistent n= 123 Casual n= 176;
P10 Have you ever experienced any of the following when you have accessed pirated content through apps/add-ons used on any device
40Yet there remains some disconnection between cyber safety
risk and piracy behaviour
PERSISTENT CASUAL
Are cautious about cybersafety 88% 85% CCA
Consumer
Are “very cautious” 37% 31% campaigns in 2017
and 2020 have
highlighted the
Agree that streaming or downloading pirated TV Agree 80% 77%
cyber risks
shows or movies heightens exposure to viruses or associated with
other malware on your computer or other devices Strongly Agree 33% 26% pirate sites,
specifically
Have had some negative experiences online because of pirating 88% 83% targeting casual
pirates
Have had a significant cybersafety issue due to piracy 66% 54%
Say they are pirating LESS OFTEN 27% 59%
Are still actively pirating 100% 100%
Are now doing it more often 32% 4%
Base: Adult active pirates n= 299; Persistent n= 123 Casual n= 176; 41To summarise
Seeking and Behavioural
Pandemic Piracy Risky Business The Pathway
Blocking Influences
• Lockdown appears • Search matters most • Piracy is socially • Pirates know • Raise awareness of
to have influenced • Persistent pirates unacceptable yet a piracy has cyber personal and industry
have known impact of piracy
viewing social norm security risks
destinations and are through strategic
• Australians have habitual • Most distance • Of greater concern messaging campaigns
increased legal • Blocking prompts a themselves from for adults who and education
viewing their actions have more to lose programmes
range of spillover
• Incidence and behaviours • Opportunity and • Most claim to be • Build on strong
copyright enforcement
frequency of piracy • Yet Australians availability drive cautious
legislation and
has grown for support blocking and behaviour • And yet many still collaborate with tech
want digital platforms
teens • Payment still plays see piracy as a risk platforms to introduce
to be accountable
a role in limiting worth taking more friction for
• DNS and VPN enable pirates
site block legal viewing
• Continue to innovate
circumvention and role
in business models
in accessing pirated
making content
content needs
available legally.
investigation
42APPENDICES
43Profiling active Adult pirates
Total 25
Male 30
ACTIVE (25%) Female 20 Active adult pirates are
18-24 50 predominantly between 18 and
25-34 50 34yo – a key target for CCA
35-49 24
Active 50-64 9 campaigns.
11% 24% 65+ 4
Children in the Household 38
14% No children 20
5 Cap city 26
Rest of Australia 21
64% 12%
Primary/ secondary school 18
College/ apprenticeship 17
University 37
University educated
Has no SVOD 10
Has one SVOD 20
Has two SVOD 33
Non Pirates Has 3+ SVOD 42 Multiple subscriptions
Persistent Pirates Less than $50,000 18
$50,000-$89,999 27
Casual Pirates $90,000+ 32
Lapsed Pirates Tech Expert 45 Self proclaimed technical
Quietly confident 28
Uncertain 23
experts
Novice 7
POP. AVERAGE
Total sample 18+
P3. Please indicate how often you do each of these activities. 44Some differences between persistent and casual adult pirates
Total 11
Total 14
Male 13 CASUAL (14%)
PERSISTENT (11%) Female 9
Male 17
Female 11
18-24 24 18-24 26
25-34 20 25-34 30
Active 35-49 11 35-49 13
50-64 3 50-64 6
11% 24% 65+ 2 65+ 1
Children in the Household 19 Children in the Household 19
14% No children 8 No children 12
5 Cap city 12 5 Cap city 15
Rest of Australia 9 Rest of Australia 12
64% 12%
Primary/ secondary school 8 Primary/ secondary school 10
College/ apprenticeship 8 College/ apprenticeship 10
University 16 University 21
Has no SVOD 4 Has no SVOD 7
Has one SVOD 9 Has one SVOD 11
Has two SVOD 14 Has two SVOD 19
Non Pirates Has 3+ SVOD 21 Has 3+ SVOD 21
Persistent Pirates Less than $50,000 9 Less than $50,000 9
$50,000-$89,999 13 $50,000-$89,999 14
Casual Pirates $90,000+ 11 $90,000+ 20
Lapsed Pirates
Tech Expert 22 Tech Expert 23
Quietly confident 12 Quietly confident 15
Uncertain 9 Uncertain 14
Novice 3 Novice 5
POP. AVERAGE POP. AVERAGE
Total sample 18+
P3. Please indicate how often you do each of these activities. 45Non-active adults are older with less technical confidence
Total 64
Male 58
NON PIRATES (64%) Female 69
18-24 32
25-34 35
Active 35-49 65
11% 24% 50-64
65+
81
87 Non-actives skew older
14% Children in the Household 50
No children 69
5 Cap city 62
64% 12% Rest of Australia 67
Primary/ secondary school 71 Less likely to have
College/ apprenticeship 68 university education
University 54
Has no SVOD 82 More likely to have no
Has one SVOD 71 subscription services (and
Non Pirates Has two SVOD 52
Persistent Pirates Has 3+ SVOD 41 watch less video content
generally)
Casual Pirates Less than $50,000 72
$50,000-$89,999 63
Lapsed Pirates
$90,000+ 54
Tech Expert 39
Quietly confident 59
Uncertain 66
More likely to identify as
Novice 86 technically “novice”
Total sample 18+
POP. AVERAGE
P3. Please indicate how often you do each of these activities. 46Active teen pirates spend significantly more time watching content than the
average TOTAL 30
Male 32
Female 27
ACTIVE (30%) 12-13 20
14-15 29
16-17 40 Active pirates skew older
Public school 30
Private school 30
12% Active missed 0- 2 weeks of school 25
3-6 weeks 34
30% 7-12 weeks
More than 12 weeks 25
34
18%
Online 6 hours or less p.w. 28 Males who spend more time
7 to 12 hours 26
59% 13 to 18 hours 28 online are the most active
19 to 24 hours 37
11% More than 24 hours 32 pirates
Watch video 30 min or less per day 22
45-60 minutes 27
1h30 - 2 hours 30 Active pirates spend more
More than 2 hours per day 51
than 2 hours per day
Parent limit screen time 28 watching video content
Non Pirates No limit 31
Persistent Pirates Tech expert 40
Quietly confident 34
Casual Pirates Uncertain 18
Novice 27
Lapsed Pirates
No SVOD 25
One SVOD 32
Two SVOD 24
3+ SVOD 33
POP. AVERAGE
Total sample 12-17 n=627; 472020 AUSTRALIAN PIRACY
BEHAVIOURS AND ATTITUDES RESEARCH
This research is commissioned by Creative Content Australia and carried out by Anna Meadows of Sycamore – a research consultant with 20
years of multinational experience in advertising, market research, marketing and behavioural science consultancy. CCA and Sycamore have
partnered on this annual research project since 2009, making this the most comprehensive longitudinal piracy study in Australia and providing
an enormous breadth and depth of qualitative and quantitative insights into the behaviours and attitudes of Australians aged over 12 years in
regard to online piracy.
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