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Drop in Piracy Boosts Australian Home Entertainment

6 Nov, 2017 By: Erik Gruenwedel

A PSA starring Bryan Brown helped lower piracy in Australia

Ongoing efforts to combat piracy of movies and TV shows appear to be working down under. New consumer data from the Australian Home Entertainment Distributors Association (AHEDA) suggests consumption of video has benefited from industry efforts to combat piracy.

Just 16% of Aussies said they watched pirated content in the third quarter (ended Sept. 30), down from 21% in the previous-year quarter, according to third-party research from GfK.

AHEDA attributed the downturn to a PSA campaign starring Bryan Brown alerting consumers to the perils of piracy websites compared to easy access of legitimate content.

“What is most exciting is that we are starting to see a correlation between a drop in piracy and an increase in legitimate consumption,” Simon Bush, CEO of AHEDA, said in a statement. “Whilst this is early days in terms of seeing the effect of recent site blocks and the consumer campaign, it appears the measures are working, alongside easy access to legal services and content.”

The GfK data indicated SVOD use has grown 29% — driven by Stan and Netflix — while electronic sellthrough (EST) grew 22%. Transactional VOD remained flat.

“This initial data is very encouraging and as we do more research into the efficacy of site blocking we hope to demonstrate that it is an effective solution,” Bush said.

Digital home entertainment film and TV sales reached a record $206 million last year; 2017 is on track to beat that number with year-to-date sales through to July reaching $117.3 million.

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