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Fewer internet users in Australia committed any type of piracy in 2016 vs. 2015, according to a February 2017 report from Creative Content Australia, including pirated movie and TV show downloads from the internet.
In 2015, 15% of respondents said they downloaded a pirated movie or a pirated TV show from the internet. In 2016, movie downloading declined by 1 percentage point, while downloading a pirated TV show dipped 3 percentage points.
Streaming was also down: 14% said they used a website to stream a pirated movie on the internet in 2015, while 11% said they did the same in 2016.
Streaming pirated movies declined the most, falling from 13% in 2015 to 9% in 2016.
A December 2016 report from Paywizard corroborated the Creative Content study, finding that more people are paying for content over the same time period.
In 2015, 26% of internet users in Australia said they paid for video-on-demand (VOD). In 2016, that figure climbed to 40%.
According to a September 2016 Roy Morgan Research report, 5.6 million consumers in Australia subscribed to subscription video-on-demand (SVOD), while 5.3 million subscribed to pay TV services.
Forget the notion that Gen X is a small market: It isn't. The real problem for marketers is that Xers—though now earning and spending more per household than other generations—are financially stressed. The good news? Their digital usage, along with their TV viewing, makes them eminently reachable.
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