1. Lori Flekser Executive Director IP Awareness Foundation

2. Raising awareness about copyright & piracy Consumer Campaigns To encourage people to consider the social and economic consequences of piracy. Education To create innovative programs for students & teachers to stimulate thought & discussion in the classroom. 123 ResearchCampaignsEducation Research To better inform the debate about piracy, dispel myths and motivate changes in behaviour.

3. Consumer Campaigns 2015 PLAY YOUR PART 2011 EXCUSES 2012 THANK YOU 2007 WHAT ARE YOU REALLY BURNING? 2010 ACCIDENTAL PIRATE

4. Education The IP Awareness Foundation develops free online teaching resources for primary and secondary schools nationally The resources have clear curriculum links, structured classroom-ready activities & assessments to assist teachers The resources are intended to encourage discussion about copyright, the value of creative content and the impact of piracy.  71% of Australians aged 12-17 say they’ve never been taught anything specifically about movie or TV piracy at school by their teachers  20% of teen pirates download pirated content at school  26% of teens receive pirated content on a USB or hard drive  70% of Australians aged 12-17 hide their online activities from their parents

5. IP Awareness Research  IP Awareness has undertaken research since 2008 into the attitudes and behaviour of Australians aged 12-64 in regard to online film and TV piracy.  The focus has shifted from physical piracy (DVD’s) to online piracy.  Research has been conducted by independent research company Sycamore, in partnership with Newspoll. Online qualitative Research Online quantitative Research Online omnibus in partnership with Newspoll Anonymous participation National coverage Up-weighted to ABS data to be representative of total population

6. Frequency 2014 10 21 25 Ever done any movie / TV show piracy 25% 29% 24% 26% Adults 18-64 yo Teens 12-17 yo 2014 RESEARCH 2013 2014

7. Activity by age ACTIVITY PEAKS IN THE 18-24 YO AGE GROUP WHERE PIRACY IS THE NORM 48 % 20 % 13 % 54 % 36 % 29 % 14 % 2014 RESEARCH

8. So is morality shifting? Each year, Australians are less likely to see piracy as stealing. 2012, 2013 & 2014 RESEARCH 2012 20132014 71% 67% 64% Question: Do you agree that downloading or streaming pirated content is stealing \ theft? AGREE

9. What do pirates say? “Copying and sharing information isn't depriving any one of physical property and isn't really piracy. I'm a file sharer. Not a pirate.” “The film industry is booming. They are not suffering from piracy. In fact, piracy probably helps them market their products.” “If the movie and music execs didn't try to rip off the public, the public wouldn't 'steal’.” “It’s always a bigger hassle to pay and download legit than it is to do it for free.” “I don’t care, movie stars are paid too much eg Nicole Kidman” Why do people pirate?

10. Your Client Logo Here 10 TOP 5 REASONS FOR BEHAVIOUR Because it's against the law I can get all content I want through legal methods I don't know how to Because I want to support the Aus. TV and film industry I'm worried about getting viruses Because it's against the law I can get all content I want through legal methods I don't know how to I'm worried about getting viruses I'm worried about receiving warnings or fines It's free I need to wait too long for legal TV shows and movies to be released The TV shows and movies I want aren't available legally at all in Australia Legal TV shows and movies are too expensive in Australia It's quick and easy to use It's free I need to wait too long for legal TV shows and movies to be released The TV shows and movies I want aren't available legally at all in Australia It's quick and easy to use Legal TV shows and movies are too expensive in Australia Reasons for not downloading illegallyReasons for downloading illegally NEVERLAPSEDINDIRECTDIRECT Screen Futures and Screen Audience Research (SARA) House of Brands March 2015 Why do people pirate?

11. 2009 & 2013 RESEARCH It’s free and easily accessible They claim quality is important and understand legality, but all is forgotten in favour of ‘FREE’ ‘Free’ impacts how content is valued “I wouldn't want to waste my money on something I wasn't going to love.” 14-15 yo “I wouldn't want to waste my money on something I wasn't going to love.” 14-15 yo “I am not going to watch it more than once (so) why should I pay for it.” 12-13 yo “I am not going to watch it more than once (so) why should I pay for it.” 12-13 yo “Why pay when you can get it for nothing?” 12-13 yo “Why pay when you can get it for nothing?” 12-13 yo

12. Why do people pirate? They believe it’s socially acceptable Prevailing perception that “everyone does it” “Why should I be the sucker that has to pay for what everyone else is getting for free?” 12-13 year old “Why should I be the sucker that has to pay for what everyone else is getting for free?” 12-13 year old 2009 & 2013 RESEARCH They believe it does no harm See piracy as a “victimless crime” and “victims” as overpaid stars or greedy studios “The film industry is booming. They are not suffering from piracy.” Online comment “The film industry is booming. They are not suffering from piracy.” Online comment

13. Why do people pirate? 2009 & 2013 RESEARCH Nobody was stopping them Until last month, the lack of intervention reinforced the belief that it’s not really important “I’ve not felt I’ll get in serious trouble in any shape or form”. Older active pirate “I’ve not felt I’ll get in serious trouble in any shape or form”. Older active pirate Site blocking legislation passed in June 2015

14. PRICE House of Cards – Season 3 Top 5 territories for piracy: (1) China (2) USA (3) India (4) Australia (5) Poland Key Excuses: Price & Affordability AFFORDABILITY 2/3 rd of persistent pirates would still download even if a TV episode was legally available, at the same time, for $2.99 – less than the cost of a cup of coffee. “Even at 99c each, I download & stream too many shows for it to be a reasonable price” 16-17 year old “Even at 99c each, I download & stream too many shows for it to be a reasonable price” 16-17 year old Piracy increases with income & education UMR Research 2012 86% of persistent pirates say the primary reason they illegally download is because it’s free

15. Key excuses: Availability Top 10 BO Films released in 2014 How to Train your Dragon The Lego Movie The Wolf of Wall Street X-Men: Days of Future Past 22 Jump Street The Other Woman Captain America Bad Neighbours Maleficent The Amazing Spiderman Days Ahead/ Behind US Release +6 +55 +29 +5 -8 -15 Reason for delay Delayed to release during Aust. school holidays Delayed for release after school holidays Delayed to release during Aust. school holidays Experts say 67 % of movies illegally downloaded this month haven't released in Australia yet

16. Key Excuses: Availability Increase of 300%

17. “I'm not going to wait. Why should I, after all its an Australian movie and we get to see it last. F*** that. If I can't hire the movie …, I'll pirate it and that can be a lesson to these producers and film makers.” “They chose the distribution model, they can reap the reward.” “How can you blame the pirates for pirating it while it’s not even accessible to them legally?” “We have an entitlement to expect and to demand worldwide distribution, and a level playing field for prices.”