Cinelytic: P2P File Sharing Shows Global OTT Demand, Demographics

Cinelytic: P2P File Sharing Shows Global OTT Demand, Demographics

The chart above shows the correlation between P2P and legal viewing for recent top titles.

Tobias Queisser Cinelytic

February 10, 2020 | As competition for streaming viewers grows with the launch of new services from the major media companies, the entire industry is focused on what content consumers most want from these services.  While box office data is readily available to assess a film’s success, streaming services do not share viewing data in a comprehensive way. Cinelytic analyzed different data sets to better evaluate streaming demand and discovered that illegal online P2P based file sharing data of film and TV content is a great proxy for digital OTT consumption with 90 percent correlation across all platforms (see graphic above). In essence global illegal demand for content mirrors legal demand.

The films most often illegally watched through P2P sharing in late December, for instance, are those most popular in their legal digital release several weeks later (January 13-19), demonstrating the predictive nature of piracy on OTT performance.

With that in mind, Cinelytic tracks and records illegal content demand globally, down to the individual IP address, gathering data on 120 million film, TV and streaming transactions daily — searchable by country, day, week, month and year.

These are the top 10 P2P-viewed shows for 2019 and for the last week of January 2020.

It should not come as a surprise to anyone that HBO’s Game of Thrones was the most viewed series through P2P services in 2019. It had the strongest demand of any program—more than the next four shows combined. Other top P2P titles include The Mandalorian, which has enjoyed great success on Disney+ since its legal release in November, as well as The Walking Dead, Star Trek: Discovery, The Flash and Rick and Morty.

The Top 10 P2P properties for the last week of January included the highly anticipated CBS All Access series Star Trek: Picard, which bowed on the service January 23, ahead of History Channel’s Vikings and The Mandalorian, which is still highly in demand on Disney+. These top lists can be run for any country and any time frame.

Even more important than understanding consumer demand is understanding who these consumers are. By correlating the P2P IP adresses with demographic data, Cinelytic can provide detailed audience profiles for all films and episodic shows regardless of the distributor/platform.

Using PRIZM consumer segmentation tools, Cinelytic can define households with 68 demographically and behaviorally distinct segments, discerning consumers’ likes, dislikes, lifestyles and purchase behaviors in a way that’s contextual and easy to communicate and activate.

By grouping together the top five outperforming (vs. national average) PRIZM audience segments into a  larger “outperformer” target group (10 to 15 percent of overall market) we can define the top consumer group profile to activate on.

Here Cinelytic demographically profiled viewers of four popular P2P shows in 2019.

The overview above shows the differences between the leading consumer group for each respective show. While The Mandalorian’s leading viewership group is a middle aged affluent, suburban household with a median annual income of $129,000, Watchmen has a younger viewing demographic that is mostly urban without children and a median income of $66,000 annually.

This “leading” target group pinpoints the best consumer to target with marketing spend for each series. These audience profiles can be put together to focus on any type of target consumer groups to provide detailed insights into size, location, demographics, media preferences and lifestyle characteristics.

These real-time insights can inform decisions when packaging, financing, buying, selling or marketing content – enabling a deeper understanding of what global audiences want and how to target them effectively.

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