Digital Piracy

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On the demand side, the digital consumption of media products is accompanied by the emergence of digital piracy. Whilst copying had already been technically feasible during the era of video cassettes, it required certain equipment and piracy behaviour was limited (Waterman et al., 2007). The rise of the computer and World Wide Web, however, simplified the unauthorised duplication and storage of copyrighted content and caused movie piracy to soar substantially (Fetscherin, 2005). Digital piracy can generally occur offline (through the copying of discs and files) and online (through the downloading and sharing of files). A recent study revealed that approximately 24% of global internet traffic is copyright infringing, with peer-to-peer networks accounting for half of that amount (Envisional, 2011). Furthermore, internet piracy facilitates the sharing of movies during and even before their official theatrical release through either leaked insider copies or recordings in the cinema, which means that contemporary digital piracy affects all windows of the industry (Byers, 2003; Kwok, 2004). Academically, there is little disagreement regarding the effects and the scope of piracy on the motion picture industry as a whole and on box-office revenues in particular. Whereas an overall positive impact of piracy on cinema admissions is only attested by one found study (Ji, 2007) and explained through the existence of network externalities and diffusion processes of information (Peitz & Waelbroeck, 2006), the vast majority of literature acknowledges the prevailing existence of a negative and damaging effect of movie piracy. Using a sample of 500 university students, Rob and Waldfogel (2007) found that piracy displaces paid movie consumption a... ... middle of paper ... ...zier, J.; McMahon, J. & Kattan, M. (1996) “The impact of cross-national carriers of business ethics on attitudes about questionable practices and form of moral reasoning”, Journal of International Business Studies, 27(2), pp. 391–411. Shore, B.; Venkatachalam, A.; Solorzano, E.; Burn, J.; Hassan, S. & Janczewski, E. (2001) “Softlifting and piracy: behavior across cultures”, Technology in Society, 23(4), pp. 563–581. Moretti, E. (2011) “Social Learning and Peer Effects in Consumption: Evidence from Movie Sales”, Review of Economic Studies, 78(1), pp. 356-393. Avrich, B. (2005) Selling the Sizzle 2 – The magic and logic of entertainment marketing. Toronto: Maxworks Publications Einav, L. (2007) “Seasonality in the U.S. motion picture industry”, The RAND Journal of Economics, 38(1), pp. 127-145. Weigel, D. (2008) “Downloading Lies”, Reason, 40(1), p. 10.

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