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Digital Piracy on P2P Networks How to Protect your Copyrighted Content

Olesia Klevchuk and Sam Bahun

MarkMonitor

Agenda

P2P landscape: history and recent developments

Detection and verification of unauthorized content on P2P sites

Enforcement strategies

Alternatives to enforcements

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P2P Landscape History and Recent Developments

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Download to Streaming

History of Digital Piracy

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Music piracy enters mainstream with Napster

P2P brought software and video piracy

Shift to consumption of streaming content – TV

and sports most impacted

< 5 MM Today

1995 2000

P2P

300 MM

Users

Streaming

1B+ Users

2005 2010 2015

Live

Streaming

50 MM Users

Napster

25 MM Users UseNet

16 MM Users

From Napster to eDonkey2000

First Generation of P2P

Napster brought P2P to

masses

Centralized server model

made it possible to shutdown

the network

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Second Generation of P2P

Ability to operate without

central server, connecting

users remotely to each other

Difficult to shutdown

Attracted millions of users

worldwide

Requires some technical ability,

plagued with pop-up ads and

malware

Kazaa, Gnutella and Torrent Sites

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New P2P piracy

No to little technical ability is

required

Attractive, user-friendly

interface

BitTorrent powered making

enforcements challenging

BitTorrent powered streaming app

Popcorn Time

Allows you to watch

thousands of movies

instantaneously

In the U.S., software was

downloaded onto millions

of devices

Interface resembles that

of popular legitimate

streaming platforms

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BitTorrent is among the most popular platforms online

P2P Adoption and Usage

307 million users

1.44 billion users

69 million subscribers

300 million users

Twitter

Facebook

Netflix

BitTorrent

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Steady trend of a number of P2P infringements

P2P Piracy

P2P piracy presents a real threat to content owners as the

number of infringements consistently hit billions of cases

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P2P Piracy around the Globe

18% 6%

46% 13%

5%

11%

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Source: MarkMonitor Q4 2014

Monetizing on piracy content

Piracy Profits From Downloads Decrease

BitTorrent portals continue to generate more ad revenue overall than any other

segment

Profits generated by Torrent sites shrank by 30% mainly at the expense of growing popularity of streaming platforms

Profits generated P2P piracy

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2013 2014

Detection and Verification

P2P Networks

Fighting Piracy Worldwide

Monitoring

Compliance

Enforcement

Reporting

Monitors millions of users worldwide

Fully compliant with the high standards of the EU Directive and applicable U.S. laws regarding evidence collection

procedures

Vendor of choice for the world’s largest anti-piracy programs

Compliant with local regulations

Notices are delivered to the correct ISP

Call centers to handle consumer inquiries regarding notices

Geographic information

Content breakdown: title, type, etc.

Report on notice quotas

Bittorrent

uTorrent

Azureus

Wyzo

eDonkey

eMule

Shareaza

K-Lite Pro

Gnutella

Bareshare

K-Lite Nitro

Limewire

Ares

Filecroc

Kceasy

Warez P2P

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P2P Verification

File (Hash) Verification: The method used to verify that a file

on a P2P network matches a copyrighted asset.

• Human – Download a full copy and apply human review of the

file.

• Fingerprinting – download and process against a database of

reference fingerprints.

Peer (Case) Verification: The method used to verify that each

peer discovered in a swarm for an infringing file is in fact

sharing the file.

Peer Verification Levels Verification Level

Step Verification Process 1 2 3 4 5 6 7

1 IP address sharing file with asset name is detected

2 IP address is verified as active (pinged, etc)

3 IP address is detected as having a P2P Client

4

Hash is collected as reported by peer for

comparison against a database of hashes for

confirmed infringements

5

File is partially downloaded and hash is collected

for comparison against a database of hashes for

confirmed infringements

6 File is partially downloaded for playback and

potential analysis against a content ID database

7 File is fully downloaded for playback and

verification

Recommended for business intelligence scanning

Recommended for notice sending based on good faith

Recommended for court level evidence standards

GDPI, P2P BI

Notice

Sending, P2P BI

Litigation

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Enforcement

Top Markets with Clear Legal Procedures or

Business Practices for P2P Notice Sending

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Things to Consider before sending notices

Geography: Notices can be sent worldwide, but are not likely

to reach the end users without supporting legislation or

business practices.

Program Goals: Education, Legal, Conversion, etc…

Notice Language: Does the notice template clearly match with

the goals while meeting all legal requirements in a given

country?

Graduated Response type programs can be based on

legislation, but also on voluntary private agreements between

trade associations/individual content owners and ISPs.

Alternative use for P2P data

Use piracy data to drive insights to convert pirates

and direct them to legal content.

DETECT VERIFY ENFORCE

ANALYZE

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Monitor Global Piracy Trends to Make Intelligent

Business Decisions

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Business Intelligence Data

What: quality, language, content type

Where: networks, ISP, geo-locations

How: streaming vs. downloading, ways to find content

Why: benchmark data

Cyberlockers

P2P

Search

Learn where and how copyrighted

material is being used Combined with traditional sources

of media consumption

Sales Data

Distribution Data

Audience Data

Software Company

Piracy Data to Create New Revenue Streams

CHALLENGE

Lack of visibility into piracy market

Pirated copies of proprietary software Cracked and hacked copies

STRATEGY

Use piracy data to measure demand for

software No enforcement – but use data to drive

sales

RESULTS

Piracy conversion strategy

Piracy data as a source of sales leads Recovering revenue from cracked software as

part of sales strategy

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Use Data to Enhance Your Business Strategy

Benefits Of Using Piracy Data

Adapt to shifting piracy landscape

Convert pirates to pay and discourage casual pirates

Making smarter business decisions

• Distribution

• Marketing

• New releases

Recover lost revenues and create additional streams of

revenue

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Q&A

Please be sure to submit all your questions via

the Q&A tab on your screen.

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Thank You!

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