I want to talk about the financial impact of piracy today. First, I'll give you this quote from Slate:
Much of the debate about SOPA and PIPA has thus far centered around the entertainment industry’s absurdly inflated claims about the economic harm of copyright infringement. When making these calculations, intellectual property owners tend to assume that every unauthorized download represents a lost sale. This is clearly false. Often people copy a file illegally precisely because they’re unwilling to pay the market price. Were unauthorized copying not an option, they would simply not watch the movie or listen to the album.
So, let's talk about lost sales. That's what this whole SOPA/PIPA fuss is all about, right? Studios claim that they are losing money and if piracy continues unchecked, studios will lose a lot of money. Piracy apologists counter that studios are making record profits, and the effects of piracy are minimal, and might even be beneficial.
In their estimates of actual monetary losses, the MPAA paid for a study that was conducted by L.E.K. Consulting. The study examined and tried to calculate the toll piracy took from the industry. I have not read the entire report...but let's be honest, you haven't either.
However, a few people who actually did read the report (including the venerated libertarian think take the Cato Institute) seemed to think these numbers were complete bullshit. Even me, the lonesome anti-piracy crusader, had expressed some doubt.
Then I thought about it for a bit.
A couple months, actually.
A couple months, actually.
Turns out, maybe the one-to-one sales loss isn't so crazy after all.
To demonstrate, let's do a thought experiment. If people are right, and they use the "well, I pirated it because I wouldn't have paid to see the movie anyway" excuse, if we remove piracy from the equation the "no net loss" argument should still hold up.
Because that's what they're claiming, right? That generally there is little-to-no net loss due to piracy?
Let's say Mike wants to watch a movie. He kinda' wants to watch A Few Good Men, because he heard it was pretty good, but he's not like, really super-interested in watching it. It just sounds interesting.
In a world with piracy, Mike could either torrent the movie or find a streaming site -- super easy. He wouldn't even have to get up off of the couch and the movie would be up and running in a couple of minutes.
But what if there were no piracy?
He could still see the movie if he wanted to. He could buy it on Amazon and watch it instantly ($9.99). He could buy it from iTunes and watch it instantly ($9.99). He could sign up for Netflix and have the DVD delivered to his house ($7.99 a month after free trial). He could stream it through Gamefly ($7.98 a month). He could rent it from a Redbox kiosk ($1.20, if you can find it). He could buy a used DVD on Amazon or eBay (under $5.00). Or he could rent it from one of those antiquated buildings called a video store (under $4.00).
But maybe he doesn't want to wait, or it's just too damn expensive (because $5.00 is a lot of goddamn money).
So instead of watching that Academy Award-nominated "masterpiece," he decides to do something else with 138 minutes of his life.
Here's where the thought experiment really kicks in -- can you find Mike an activity that does not represent a "lost sale"? Remember...there is no piracy allowed.
Maybe he'll play a video game (which he purchased). Or watch some TV (which pays broadcast rights and also generates advertising revenue). Maybe he'll just listen to some music (which he purchased legally) or watch a movie he already owns (and purchased legally). Maybe he'll watch some YouTube videos (that generates advertising revenue for Google, and they have partnerships with content creators) or catch up on a show like The Daily Show or South Park (both online, both generating ad revenue) or watch something saved on his DVR (which is subscription-based, and has commercials that many people still watch even though they don't have to).
In every scenario above, the content creator is making money that they wouldn't be making if Mike chose to watch a pirated movie. At some point, somewhere down the line, a sale is being lost due to piracy.
You can quibble about the amount, but maybe those claims by the MPAA and RIAA don't sound so ridiculous after all.
"But hang on a second," you bleat. "What if, instead of being cooped up in a house all day like a pale friendless neckbeard, Mike decides to go work in the yard? Or go for a walk? Or play with his son? Or go to the park? Or build a bookshelf in his garage?"
If you thought that, congratulations! You've fucking failed!!! If Mike had wanted to do those things he would have done them. Remember -- Mike wants to watch a movie, not fucking re-create a scene from Leave it to Beaver.
A person who wants to consume media actually wants to consume media. Sounds counter-intuitive...I know.
So if Mike wants to watch Jack Nicholson yell his way out of a cross examination he can do so legally...but admittedly those avenues are a little hit and miss right now. There are all kinds of weird varying costs, blocked countries, arcane release windows, and a poor selection of titles available.
See, online content distribution is a relatively new medium -- it's going to take time to find the right balance between profit and sustainability. This includes problems with worldwide distribution rights, release windows, exclusivity, broadcast deals, et cetera. When entering a market like this, it's hard for any business to wrap it's heads around an appropriate business model.
For example, in the field of home entertainment (leaving box office numbers out of the equation), movies and television shows cost about the same to produce as major release video games. When purchased new, the price point for each is about the same, with newly released video games costing $59.99 while new Blu-Ray DVDs cost $49.99. Yet, the highest grossing Blu-Ray of all time was Avatar, with 2.7 million discs sold. Compare that with a recently released video game, Modern Warfare 3...which sold almost three times that amount in the first 24 hours alone.
Obviously people don't want to pay too much for a movie. Movies engage the consumer for 2 or 3 hours max. Video games can engage the consumer for over 75 hours. The market for each home entertainment product is totally different -- typically people want to buy video games and rent movies.
So, what's the fair price for an online movie rental?
If you think that price is $0.00, then the "no net loss" argument holds water. You'd also be completely wrong, and shut up. Last night I paid $3.99 to rent the movie Wanderlust from Amazon.com (and you should too...because it's fucking hilarious). I think that's a fair price...and I felt good about myself after watching it, because finding it for free online would have been soooo goddamn easy.
What I'm saying is...I understand how hard it is to avoid piracy sometimes. I've struggled with it. The guy who writes The Oatmeal struggled with it (and lost). The guy who composed this image struggled (and lost). But I think we have a responsibility as consumers to give these companies (who create things that so many people enjoy) the benefit of the doubt, and try to pay for the content we consume...even when it's really hard to do so.
Shit...it happened. I'm moralizing. I hate moralizing.
For the record, I'm not judging you if you've pirated stuff in the past. I really honestly don't care. Just...for the good of the industry I'd like you to consider the other options first, especially if you can afford it (and you all can).