Transcript
Tanusha Raj: Hello everyone, and welcome to the Dove Runner podcast piracy A Growing Threat. I am your host, Tanusha, and today we are diving into a topic that’s affecting every content creator, platform, and streaming service out there: digital piracy. And joining me is Harish, uh, product manager at Dove Runner, who has been working closely in the content security space. Hi Harish. Great to have you here.
Harish: Thanks. Happy to be here and excited to talk about anti-piracy.
Tanusha: So, uh, let’s start with the basics. So what exactly do we mean by digital piracy today, and how has it evolved in recent years?
Harish: Digital piracy today refers to unauthorized copying, distribution, streaming, recording, or resale of digital content, including movies, sports, music, OTT shows, apps, e-learning content, and live content. So if you ask me the question, like how it has evolved over the past decade, a year ago, or if it was just the torrents. The content would be uploaded to torrent sites and downloaded, but now it has changed. The game has totally changed, wherein, like the professionalization of privacy has happened, where it’s like a global underground industry with sophisticated Syrian-backed infrastructure, some low subscription models, and mirroring networks. All those things. So this and apart from this part of things, there are like screen recording, bypassing of the DRM, AI-assisted piracy, and faster leak lifecycle. So even before the contents get released, they are being streamed or released from a pirated stream. So this is how piracy has evolved in recent years.
Tanusha: So, building on that, how serious is this threat at a global level, and how is piracy actually impacting content creators and platforms today? What do you think?
Harish: Yeah, this is the right question here. So when we talk about how What is a global threat today? If we look at the statistics shared by various agencies, it’s, I would say, a multi-billion-dollar threat across the world. And most of them suffer, as fifteen to thirty percent of their potential revenue due to piracy is lost. And then the sports broadcaster loses billions in live events because of sports content. And next is the film studios. So, even before it hits the screen, the pre-release leaks affect their content and the revenue part of it. And when you ask for the independent creators or any others, the brand reputation and the subscriber follow go down. And beyond the revenue, when you talk about piracy, it hampers, like the advertisers agitate the regulators, the copyright owners. So it has a lot at stake with all of them. So the brand reputation is a very important one. It’s a strategic threat to a business model built around digital content, I would say absolutely.
Tanusha: The scale of impact is truly alarming. Thanks for breaking this down so clearly. So what are some common ways content gets stolen or leaked, and why is it still so hard to control?
Harish: Yeah, thanks. This is an interesting question. Like most of them have like how their contents are getting stolen or leaked. So most of the things are like using the sophisticated device, the HDMI recorders, and the bypassing tools. Pirates are able to catch hold of high-quality videos and then share them on the platform, such as where anonymity is mentioned or preserved. So that’s how they share the content anonymously and cause a lot of potential revenue loss. So there are the apps which help them in this, uh, work around with that. There are telegram groups, discord, then the IPTV boxes, even fake apps, and the content, whatever the app’s legitimate apps are there. They are reverse-engineered. And then the subscription and all those modules are removed, causing the piracy. Now, when you ask, like how? Why is it so hard to control? It’s because it’s not just like one or two platforms. There are like twenty to thirty different platforms where the content would appear, and identifying the content is a humongous task. You need to identify each of the content, do the DMCA takedown for them, and if the contents are on the DMCA compliant websites, which are in a country where piracy privacy is safeguarded, then it becomes much more difficult to remove the content.
Tanusha: So these are a lot of challenges in controlling piracy, right? It really shows how dynamic and fast-moving this challenge is. Great explanation, Harish. No,w a big question a lot of copyright owners and OTT providers have is what the ROI is on anti-piracy service, and how do they measure the value?
Harish: So this has been the question that, uh, most of our customers or potential customers ask: What is the ROI of anti-piracy? So, to put it in simple maths, as per the statistics, the piracy that eats up the revenue is fifteen to thirty percent. And if you have a very good anti-piracy service in place, you could recover, let’s say, ten percent of it. That’s also a good amount. If you do a backward calculation, let’s say you are making ten million revenue from your OTT platform, and with a proper anti-piracy agency, you are able to recover at least ten percent of it. It’s like a one-million-dollar gain you are having. And believe me, the cost associated with anti-piracy is very low. It’s like a few thousand dollars, but the impact is huge. It protects the brand revenue and the customer base.
Tanusha: That’s a powerful way to put it. Antipiracy isn’t an expense. It’s always an investment, right? So now the most interesting question I would like to ask. If a company discovers its content has been pirated, what should it do immediately?
Harish: So, I would like to give a real use case we have for this particular question. So one of the largest South Asian OTT platform, they came to us saying that there was piracy of their original content. And then we did a systematic approach of doing the landscaping, where all their contents are being pirated, and which platforms are the most popular. And it was evident that their contents were on the internet, the streaming websites, and the downloading websites. File storage. And they said that, okay, if we attack or clean up those parts, the revenue would increase. And when we did those things, we worked day and night, twenty-four seven, to identify the content across the internet and removing them. And even we had aplace where we identified the pirate who is behind the bar. So this is a success story that anti-piracy can help to pinpoint the pirates and disrupt them to a major level. And when I talk about how much the game they have made, the impact has was so powerful that the subscription rate has increased within a year. And they do continue to deploy the anti-piracy service.
Tanusha: Makes complete sense. Very interesting way to explain this entire thing. Harish. And finally, what can businesses do proactively to safeguard their content? And where do you see the future of anti-piracy headed?
Harish: Yeah. When you talk about what are the proactive measures. So we know one of the things like DRM as a whole, and we have a particular solution called the license server, which safeguards against this whole. It prevents the content from being recorded or the token from being stolen. And another is the session-level forensic watermark, which is dynamic. With this, the pirates can be identified, and they can be blocked out, let’s say, using the DRM blacklisting feature and the CDN revocation features. So the pirates can be blocked at the very early stage. And when you talk about anti-piracy using the AI, it becomes much easier to identify where the pirates would be posting the contents, identify them the moment it gets posted, take it down effectively,y and safeguard the content. So going forward, like AI-based scanning and the takedown could be the future.
Tanusha: Amazing insights. Thank you so much for breaking this down so clearly for us and for everyone. And thanks. Uh, thanks to everyone listening. Stay tuned for our next episode, where we continue exploring the world of apps and content security. See you soon. Stay safe and stay secure. Thank you so much, Tanusha.
