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Download Millennials and Piracy MIllENNIAlS AND PIRACy.bEHAvIOuR TRENDS AND fuTuRE PlANNINg. Page. 4 MIllENNIAlS

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  • E-BOOK

    Millennials and Piracy Behaviour, trends and future planning

  • protect your digital assets

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 3

    Index

    — intro ......................................................................................................................................................... — application............................................................................................................................................ — part one: Who are Millennials? ................................................................................................... — Why Millennials are so important .................................................................................... — how are Millennials different? ......................................................................................... — some quick stats ................................................................................................................... — digital Behaviour ..................................................................................................................... — social Media............................................................................................................................. — Millennials and on-demand .............................................................................................. — sharing info online................................................................................................................. — part two: Millennials and piracy..................................................................................................... — piracy streaming trend.......................................................................................................... — Why pirate films?..................................................................................................................... — attitudes towards piracy ...................................................................................................... — part three: generation free........................................................................................................... — the future beyond Millennials ............................................................................................ — implications and discussions ............................................................................................ — recommendations.................................................................................................................

    4 5 6 8 9 10 11 12 12 13 14 16 17 18 19 20 21 22

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 4

    Intro

    this ebook aims to explore Millennials and their relationship with piracy. it aims to provide evidence that Millennials' attitude to piracy and digital behaviour is different to previous generations. this compilation of studies will demonstrate the trends and changing relationship of Millennials and media consumption.

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 5

    Application

    Millennials will be the next decision making generation and a change of tactics will be required to combat piracy effectively. this information will allow media industry professionals to recognise what changes in attitudes are taking place and why that is. Compiling the behavioural and trend based studies will allow companies to future plan their anti piracy campaigns and tactics. it will become clear that some strategies will be much more effective than others when it comes to preventing Millennials pirating media.

  • PART ONE: Who are Millennials?

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 7

    Who are Millennials? A generation of growing influence

    While there is some difference of opinion, Millennials are generally regarded as people born between the mid 1980’s and the late 1990’s. people of this age range will be in their early 20’s to early 30’s currently (1) Millennials are characterised by a few distinct factors that differentiate them from previous generations. Millennials are changing the digital landscape and culture-technology relationship.

    they are the first generation to have grown up emerged in technology and are sometimes referred to as the ipod generation, as a result Millennials are by far the most comfortable and tech savvy generation to reach adulthood (2). this doesn’t imply that they are more intelligent but simply they are quicker to use, master and seek solutions in technology. this has caused some experts to call this generation “digital natives”(3).

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 8

    Why Millennials are so important? Different behaviours and attitudes

    Millennials are currently the u.s’s largest generation and are now more than just the youth population.

    the oldest Millennials are 35 and will soon be making high level decisions and could make some dramatic changes in ways of thinking, working and purchasing (4). Within the next 5–10 years they will be exerting their influence on younger generations, Millennials social norms will become the new standard by which society is measured. this is significant for business as they will soon direct corporate decisions, make law and increase in spending power (5). in regards to piracy it’s important that media producers and copyright owners recognise the values and attitudes of Millennials towards piracy and adapt their strategy accordingly, something we will discuss in further detail after examining the research on the cohort.

    Millennials are between 20-35 years old

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 9

    How are Millennials different? Collaboration, trust and knowledge

    several studies have found that Millennials’ online behaviour is fundamentally different from older internet users. the university of California revealed what they call the “Millennial rift”, which shows the distinct difference in online behaviour and core values between Millennials and groups who are a few years older (6). in general Millennials are more willing to allow access to their personal information and are more prone to share and collaborate with other users and business in return for tangible benefits, this may be important for future anti-piracy schemes.

    other studies have found Millennials are more tech savvy and tech trusting, meaning keeping pirate sources off the first google page is no longer enough. they have different regards for rules and laws than previous generation especially in relation to sharing of information and online activity (7). a combination of these differences in core values and digital behavioural habits make Millennials more open to and competent at pirating content.

    The Millennial Rift

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 10

    Some quick stats

    average number of people regularly contacted via social media

    Millennials 18 35+ 5

    Willing to trade personal information in exchange for relevant ads

    Millennials 25% 35+ 19%

    visit social networks several times a day

    Millennials 48% 35+ 20%

    Willing to share location with companies to receive nearby offers and deals

    Millennials 56% 35+ 42%

    stats from: usC annenberge Center for digital future 2015 (4)

  • Millennials and Piracy. Behaviour, trends and future Planning.

    Millennials and Piracy. Behaviour, trends and future Planning.Page. 11

    Digital behaviour Positive about tech, unsure about the law

    as mentioned Millennials’ online behaviour is fundamentally different from the previous generations' and it is also changing. it’s important to recognize the differences within the Millennials group. the generation is now reaching adulthood and spans ages from 20-35, within this we have young families, graduates, people in full time education and people living with their parents. this influences media consumption; for example Millennials who are starting a family use on- demand tv services much less that those who are living alone, however still more than those in previous generations. although behaviour may vary among the age segments there remains a clear digital divide between Millennials and the rest of adult society.

    Millennials use more tech and are more positive about its impact and possibilities (8) figure 1 & 2 below highlight these differences. their digital behaviours can be summarised in three key areas, social media, information sharing and on-demand/streaming media and all have a significant impact on piracy.

    figure 1

    new technology makes life more complicated new technology makes life easier

    figure 2

    Millennials outpace older a

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