Reign of piracy

A new study that puts the Indian entertainment industry’s losses due to piracy in 2023 at a staggering Rs 22,400 crore does not come as a surprise. Neither does the revelation that every second consumer in the country accesses pirated content. It’s a reflection of how the weak implementation of anti-piracy regulations has lent social sanction to the illegal activity. The ability to access content without paying the due amount is seen as an acquired skill, not any circumvention of law that would attract fine and punishment. A global survey on why people opt for pirated content perhaps best explains consumer behaviour. According to it, Indians account for the largest proportion of those who say they could have paid for the services, but pirating was easier, more convenient and because everyone does it.

According to the study, last year, Rs 13,700 crore was generated from pirated content from movie theatres and Rs 8,700 crore from OTT platforms. Streaming is the largest source of piracy at 63 per cent, followed by mobile apps at 16 per cent. Several underlying factors explain the hold of piracy despite a 150 per cent rise in subscription revenues after the pandemic. High fees and the hassle of multiple payments push many to pirated content. A lack of awareness about the perils of piracy, income disparity and inaccessible theatres are the other key reasons. Besides stringent regulations, content providers need to rethink their pricing models.

The lack of collaborative efforts to mitigate the risks of unauthorised copying and distribution or use of copyright material continues to badly hurt the entertainment industry. Piracy is particularly prevalent among audiences aged 19 to 34. They are bound to be receptive to correct messaging — that piracy infringes on the rights of the original creators.