1 00:00:02,150 --> 00:00:05,070 Welcome to us book piracy 2 00:00:05,070 --> 00:00:06,510 in the 21st century. 3 00:00:06,510 --> 00:00:09,135 We are doctors Rachel Noorda 4 00:00:09,135 --> 00:00:11,010 and Kathi Inman Berens Behrens. 5 00:00:11,010 --> 00:00:13,440 You see our Twitter handles which will be 6 00:00:13,440 --> 00:00:16,230 watching when the conferences live, 7 00:00:16,230 --> 00:00:18,750 and our e-mail contacts. 8 00:00:18,750 --> 00:00:21,940 We welcome conversation from you. 9 00:00:23,600 --> 00:00:27,090 We are excited to be here 10 00:00:27,090 --> 00:00:31,425 talking about book piracy in the US. 11 00:00:31,425 --> 00:00:33,000 And if we are to talk about 12 00:00:33,000 --> 00:00:34,410 book piracy in the US, 13 00:00:34,410 --> 00:00:35,640 then we have to start by 14 00:00:35,640 --> 00:00:37,680 establishing what the state of 15 00:00:37,680 --> 00:00:39,510 book piracy is in 16 00:00:39,510 --> 00:00:42,070 the United States as it currently stands. 17 00:00:42,070 --> 00:00:44,780 So industries like the book industry 18 00:00:44,780 --> 00:00:46,580 are concerned about book piracy 19 00:00:46,580 --> 00:00:48,650 primarily because of 20 00:00:48,650 --> 00:00:51,410 the perceived impact on sales. 21 00:00:51,410 --> 00:00:53,480 So the book industry 22 00:00:53,480 --> 00:00:55,430 has utilized a narrative of 23 00:00:55,430 --> 00:00:59,150 piracy that is quite doom 24 00:00:59,150 --> 00:01:00,515 and gloom to be honest. 25 00:01:00,515 --> 00:01:02,570 So we have here on the slide, 26 00:01:02,570 --> 00:01:04,580 for example, that the authors bills, 27 00:01:04,580 --> 00:01:05,780 which is the largest 28 00:01:05,780 --> 00:01:07,400 US Trade Organization for 29 00:01:07,400 --> 00:01:10,370 authors and has over 9 thousand members, 30 00:01:10,370 --> 00:01:12,665 largely focused on advocating for 31 00:01:12,665 --> 00:01:14,060 legal policies that fever 32 00:01:14,060 --> 00:01:15,620 in and protect authors. 33 00:01:15,620 --> 00:01:19,924 They estimate that 300 million dollars 34 00:01:19,924 --> 00:01:23,945 are lost annually in author income, 35 00:01:23,945 --> 00:01:28,505 and that is due to pirated books. 36 00:01:28,505 --> 00:01:32,195 I Nielsen studied from 2017, 37 00:01:32,195 --> 00:01:34,100 estimated a similar figure. 38 00:01:34,100 --> 00:01:38,450 So 315 million for the amount of 39 00:01:38,450 --> 00:01:41,555 lost sales from ebook piracy 40 00:01:41,555 --> 00:01:44,585 in terms of costs for publishers. 41 00:01:44,585 --> 00:01:46,580 But for both of these figures, 42 00:01:46,580 --> 00:01:49,220 it's important for us to ask the question, 43 00:01:49,220 --> 00:01:51,410 how reliable is this data? 44 00:01:51,410 --> 00:01:53,900 It's not clear how the Authors Guild is 45 00:01:53,900 --> 00:01:56,525 reaching the number of 300 million. 46 00:01:56,525 --> 00:01:59,615 And we can ask a similar question of Nielsen. 47 00:01:59,615 --> 00:02:01,280 And it seems that 48 00:02:01,280 --> 00:02:02,960 Nielsen might be translating 49 00:02:02,960 --> 00:02:04,490 the downloads directly into 50 00:02:04,490 --> 00:02:07,235 lost sales to calculate bear estimate. 51 00:02:07,235 --> 00:02:11,104 So not every illegal download 52 00:02:11,104 --> 00:02:13,040 is necessarily a lost sale. 53 00:02:13,040 --> 00:02:14,510 And counting them as such 54 00:02:14,510 --> 00:02:16,670 can lead to overestimates. 55 00:02:16,670 --> 00:02:20,510 So both the Authors Guild and Nielsen are 56 00:02:20,510 --> 00:02:22,820 also interested in partial parties and 57 00:02:22,820 --> 00:02:26,160 that is something important to keep in mind. 58 00:02:26,850 --> 00:02:29,470 Our data about book piracy 59 00:02:29,470 --> 00:02:31,090 refers to individuals. 60 00:02:31,090 --> 00:02:32,980 It illegally downloading content 61 00:02:32,980 --> 00:02:34,315 for their personal use. 62 00:02:34,315 --> 00:02:36,910 Not organized syndicates that 63 00:02:36,910 --> 00:02:38,080 steal a terabytes of 64 00:02:38,080 --> 00:02:39,970 copyright protected material. 65 00:02:39,970 --> 00:02:41,890 Pyridine syndicates are beyond 66 00:02:41,890 --> 00:02:43,419 the scope of our research. 67 00:02:43,419 --> 00:02:44,980 How many of the individual 68 00:02:44,980 --> 00:02:47,455 pirates who illegally download books 69 00:02:47,455 --> 00:02:49,570 are existing customers skirting 70 00:02:49,570 --> 00:02:51,190 their obligation to pay for 71 00:02:51,190 --> 00:02:53,050 books they know they want to read. 72 00:02:53,050 --> 00:02:55,570 By contrast, how many pirates or 73 00:02:55,570 --> 00:02:57,310 potential customers who are on 74 00:02:57,310 --> 00:02:58,420 the fence about whether or 75 00:02:58,420 --> 00:03:00,280 not they want to invest in a book. 76 00:03:00,280 --> 00:03:02,230 It's a date that aporia 77 00:03:02,230 --> 00:03:04,030 certainly there isn't data to 78 00:03:04,030 --> 00:03:05,830 substantiate the claims made by 79 00:03:05,830 --> 00:03:07,120 the Authors Guild that 80 00:03:07,120 --> 00:03:08,410 pirates are costing authors, 81 00:03:08,410 --> 00:03:12,450 publishers and booksellers $300 million. 82 00:03:15,070 --> 00:03:17,300 So, how much does 83 00:03:17,300 --> 00:03:19,715 piracy really impacts the book industry? 84 00:03:19,715 --> 00:03:22,190 Well, the shorter, the short answer 85 00:03:22,190 --> 00:03:24,320 is that it's difficult to tell. 86 00:03:24,320 --> 00:03:25,580 And the reason why is 87 00:03:25,580 --> 00:03:27,800 that there's not enough data. 88 00:03:27,800 --> 00:03:30,350 And conflating illegal downloads 89 00:03:30,350 --> 00:03:31,520 with lost sales is very 90 00:03:31,520 --> 00:03:33,830 problematic and they're biased parties 91 00:03:33,830 --> 00:03:35,810 as we have discussed. 92 00:03:35,810 --> 00:03:37,955 And we have here on the slide 93 00:03:37,955 --> 00:03:40,235 quotes from other scholars 94 00:03:40,235 --> 00:03:44,660 talking about other parts of, 95 00:03:44,660 --> 00:03:47,255 of media industries as well, 96 00:03:47,255 --> 00:03:49,650 not just the book industry. 97 00:03:52,240 --> 00:03:55,700 So let's have a word about our methodology. 98 00:03:55,700 --> 00:03:58,025 And I should note that in the full report, 99 00:03:58,025 --> 00:03:59,690 which is freely accessible 100 00:03:59,690 --> 00:04:01,865 at panorama project.org, 101 00:04:01,865 --> 00:04:04,655 we have pyridine data about or 102 00:04:04,655 --> 00:04:07,640 are self-report behavioral data 103 00:04:07,640 --> 00:04:10,280 about people who are illegally downloading 104 00:04:10,280 --> 00:04:13,865 movies and TV shows and also video games. 105 00:04:13,865 --> 00:04:14,960 So in look to 106 00:04:14,960 --> 00:04:17,610 the broader report for that data, 107 00:04:17,980 --> 00:04:22,670 we surveyed a total of 314 people into waves. 108 00:04:22,670 --> 00:04:25,130 September 5th, September 15th, 109 00:04:25,130 --> 00:04:27,125 and November 15th, 2020. 110 00:04:27,125 --> 00:04:28,460 We specifically asked 111 00:04:28,460 --> 00:04:30,320 questions about behavior before 112 00:04:30,320 --> 00:04:33,935 COVID and during COVID to participate, 113 00:04:33,935 --> 00:04:36,335 survey respondents had to have engaged 114 00:04:36,335 --> 00:04:37,670 with at least one book 115 00:04:37,670 --> 00:04:39,260 in the previous 12 months. 116 00:04:39,260 --> 00:04:40,909 We defined book engagement 117 00:04:40,909 --> 00:04:43,505 as buying, borrowing, 118 00:04:43,505 --> 00:04:45,620 subscribing to reading or 119 00:04:45,620 --> 00:04:47,390 gifting a printed book, 120 00:04:47,390 --> 00:04:50,600 an e-book or audio book in part or in whole. 121 00:04:50,600 --> 00:04:52,130 Survey respondents who had 122 00:04:52,130 --> 00:04:53,600 not engaged with a book in 123 00:04:53,600 --> 00:04:55,400 the previous 12 months did not 124 00:04:55,400 --> 00:04:56,570 advance beyond the first 125 00:04:56,570 --> 00:04:57,980 question of the survey. 126 00:04:57,980 --> 00:04:59,390 The survey was conducted 127 00:04:59,390 --> 00:05:00,650 through Qualtrics and 128 00:05:00,650 --> 00:05:01,880 industry standard survey 129 00:05:01,880 --> 00:05:03,320 software that gathers 130 00:05:03,320 --> 00:05:06,230 respondents according to quotas set by us, 131 00:05:06,230 --> 00:05:08,870 the survey designers, we proportionally 132 00:05:08,870 --> 00:05:10,490 matched demographics of 133 00:05:10,490 --> 00:05:12,305 the US book-selling regions, 134 00:05:12,305 --> 00:05:14,975 west, southwest, midwest, northeast. 135 00:05:14,975 --> 00:05:17,945 Southeast and ages, Millennials, 136 00:05:17,945 --> 00:05:19,730 Gen X, baby boomers, 137 00:05:19,730 --> 00:05:21,260 the replicated the seven 138 00:05:21,260 --> 00:05:22,670 racial ethnic categories 139 00:05:22,670 --> 00:05:26,519 classified by the United States Census. 140 00:05:31,240 --> 00:05:34,130 Within this study, we know 141 00:05:34,130 --> 00:05:36,365 that book pirates are also buying, 142 00:05:36,365 --> 00:05:38,645 borrowing and subscribing to books, 143 00:05:38,645 --> 00:05:40,355 not just stealing them. 144 00:05:40,355 --> 00:05:42,500 However, this doesn't mean 145 00:05:42,500 --> 00:05:43,850 that piracy leads to 146 00:05:43,850 --> 00:05:45,140 book sales or that 147 00:05:45,140 --> 00:05:47,600 piracy encourages book sales. 148 00:05:47,600 --> 00:05:50,720 Brown in 2014 notes that 149 00:05:50,720 --> 00:05:52,100 this claim has been made 150 00:05:52,100 --> 00:05:53,510 for other media industries, 151 00:05:53,510 --> 00:05:55,100 but without data and peer 152 00:05:55,100 --> 00:05:57,110 reviewed analysis to support it. 153 00:05:57,110 --> 00:05:59,300 And Brown also criticizes 154 00:05:59,300 --> 00:06:01,325 the self-report methodology, 155 00:06:01,325 --> 00:06:02,870 cautioning that it must 156 00:06:02,870 --> 00:06:05,000 be interpreted with caution. 157 00:06:05,000 --> 00:06:06,710 The main reasons that 158 00:06:06,710 --> 00:06:08,090 Brown gives for this caution, 159 00:06:08,090 --> 00:06:10,115 however, are not necessarily 160 00:06:10,115 --> 00:06:12,424 about self-reported data itself. 161 00:06:12,424 --> 00:06:14,900 Because he Lodz qualitative data 162 00:06:14,900 --> 00:06:16,100 such as talking to 163 00:06:16,100 --> 00:06:17,525 pirates about their behavior, 164 00:06:17,525 --> 00:06:19,115 which is also self-reported. 165 00:06:19,115 --> 00:06:21,695 But that digital piracy studies 166 00:06:21,695 --> 00:06:23,615 have over relied on 167 00:06:23,615 --> 00:06:25,340 certain samples like of 168 00:06:25,340 --> 00:06:28,610 students, especially younger participants. 169 00:06:28,610 --> 00:06:30,740 So these sorts of 170 00:06:30,740 --> 00:06:32,030 things like relying 171 00:06:32,030 --> 00:06:33,170 on younger participants and 172 00:06:33,170 --> 00:06:34,580 students does not apply to 173 00:06:34,580 --> 00:06:36,395 the immersive media study 174 00:06:36,395 --> 00:06:38,105 because of quotient as 175 00:06:38,105 --> 00:06:40,775 a quotas for age, for example. 176 00:06:40,775 --> 00:06:44,240 So as with all studies, ours has limits. 177 00:06:44,240 --> 00:06:46,985 For example, we only know if someone pirated, 178 00:06:46,985 --> 00:06:49,040 not how frequently they pirated. 179 00:06:49,040 --> 00:06:51,590 Our study overall looked at individuals 180 00:06:51,590 --> 00:06:53,390 pirating and not large-scale 181 00:06:53,390 --> 00:06:55,400 piracy endeavors for profit. 182 00:06:55,400 --> 00:06:57,290 And as we will talk about later, 183 00:06:57,290 --> 00:06:59,240 our research introduce more questions 184 00:06:59,240 --> 00:07:01,475 than it answered as research often does. 185 00:07:01,475 --> 00:07:02,900 And we look forward to 186 00:07:02,900 --> 00:07:04,250 future research where we 187 00:07:04,250 --> 00:07:06,485 can explore some of these threads. 188 00:07:06,485 --> 00:07:08,855 When it comes to terminology, 189 00:07:08,855 --> 00:07:10,550 pirates were not asked to 190 00:07:10,550 --> 00:07:12,755 identify to the term pirates 191 00:07:12,755 --> 00:07:14,210 or piracy in the study. 192 00:07:14,210 --> 00:07:15,200 These were not terms that we 193 00:07:15,200 --> 00:07:17,465 used in the study itself. 194 00:07:17,465 --> 00:07:20,735 Instead, asked respondents the question, 195 00:07:20,735 --> 00:07:22,955 which ways do you engage with books? 196 00:07:22,955 --> 00:07:24,410 They were then given a list of 197 00:07:24,410 --> 00:07:25,820 various free ways that 198 00:07:25,820 --> 00:07:26,885 they engage with books, 199 00:07:26,885 --> 00:07:29,914 including borrowing from the public library, 200 00:07:29,914 --> 00:07:32,255 borrowing from free little libraries, 201 00:07:32,255 --> 00:07:33,890 borrowing from friends, 202 00:07:33,890 --> 00:07:35,195 downloading public 203 00:07:35,195 --> 00:07:37,460 domain e-books or audio books, 204 00:07:37,460 --> 00:07:38,900 receiving free books 205 00:07:38,900 --> 00:07:40,460 for marketing promotions. 206 00:07:40,460 --> 00:07:42,140 Receiving free Advance Reader 207 00:07:42,140 --> 00:07:44,135 copies of books, 208 00:07:44,135 --> 00:07:45,650 and also reading and or 209 00:07:45,650 --> 00:07:48,140 downloading books that typically cost money. 210 00:07:48,140 --> 00:07:50,180 So they're not public domain from 211 00:07:50,180 --> 00:07:51,890 a website where other readers 212 00:07:51,890 --> 00:07:53,885 have posted copies for free. 213 00:07:53,885 --> 00:07:55,670 It is the respondents who 214 00:07:55,670 --> 00:07:57,020 said that they engaged with 215 00:07:57,020 --> 00:07:59,030 books in this latter way 216 00:07:59,030 --> 00:08:01,205 that we are calling book pirates. 217 00:08:01,205 --> 00:08:03,140 However, we recognize that 218 00:08:03,140 --> 00:08:05,555 the term pirate and piracy are flawed. 219 00:08:05,555 --> 00:08:08,105 They are highly stigmatized and biased. 220 00:08:08,105 --> 00:08:10,085 In fact, hold and copes 221 00:08:10,085 --> 00:08:12,245 found in their ethnography, 222 00:08:12,245 --> 00:08:15,020 ethnography of book pirates 223 00:08:15,020 --> 00:08:16,640 that even those within 224 00:08:16,640 --> 00:08:19,010 the community did not necessarily 225 00:08:19,010 --> 00:08:22,280 identify with the term book pirate. 226 00:08:22,280 --> 00:08:24,680 But since this term is one of 227 00:08:24,680 --> 00:08:26,840 the most recognizable and most used terms 228 00:08:26,840 --> 00:08:28,895 for these individuals and this behavior. 229 00:08:28,895 --> 00:08:30,770 That's why we're using it here 230 00:08:30,770 --> 00:08:33,090 in our presentation today. 231 00:08:34,600 --> 00:08:37,115 Is piracy. 232 00:08:37,115 --> 00:08:38,540 First, I will just look at 233 00:08:38,540 --> 00:08:39,890 some of the demographics 234 00:08:39,890 --> 00:08:42,740 of book pirates along the lines of race. 235 00:08:42,740 --> 00:08:46,730 14.4% of survey respondents 236 00:08:46,730 --> 00:08:49,730 engaged in illegal downloading of books. 237 00:08:49,730 --> 00:08:51,590 Note that book pirates, 238 00:08:51,590 --> 00:08:53,090 as you'll see in the far column on 239 00:08:53,090 --> 00:08:55,310 the left, are mostly white. 240 00:08:55,310 --> 00:08:58,340 But, and this is what the arrows indicate. 241 00:08:58,340 --> 00:09:00,080 A greater proportion of 242 00:09:00,080 --> 00:09:01,655 non-white respondents 243 00:09:01,655 --> 00:09:03,740 engage in illegal downloading 244 00:09:03,740 --> 00:09:06,560 than the general survey population seal see 245 00:09:06,560 --> 00:09:10,190 that in all the places where you find arrows, 246 00:09:10,190 --> 00:09:14,240 illegal downloading is proportionally higher 247 00:09:14,240 --> 00:09:15,890 than the amount of 248 00:09:15,890 --> 00:09:19,310 people surveyed and the general population. 249 00:09:19,310 --> 00:09:22,550 So we could say 250 00:09:22,550 --> 00:09:24,680 that there are more non-white people who 251 00:09:24,680 --> 00:09:26,570 are book pirating proportional to 252 00:09:26,570 --> 00:09:28,760 their overall rate in 253 00:09:28,760 --> 00:09:30,365 the general survey population. 254 00:09:30,365 --> 00:09:31,520 But we do need to keep in 255 00:09:31,520 --> 00:09:34,070 mind that European, American, 256 00:09:34,070 --> 00:09:35,780 or white people are by 257 00:09:35,780 --> 00:09:38,760 far the greatest number of pirates. 258 00:09:39,070 --> 00:09:42,815 Is piracy a form of white privilege. 259 00:09:42,815 --> 00:09:44,450 The impact of race on 260 00:09:44,450 --> 00:09:45,785 actual legal risk 261 00:09:45,785 --> 00:09:47,255 and people's racially informed 262 00:09:47,255 --> 00:09:48,830 perceptions of risk is 263 00:09:48,830 --> 00:09:51,320 well-documented in scholarship and was 264 00:09:51,320 --> 00:09:53,510 an undercurrent of the global protests 265 00:09:53,510 --> 00:09:54,620 that happened in the wake 266 00:09:54,620 --> 00:09:56,180 of George Floyd's murder. 267 00:09:56,180 --> 00:09:57,980 Our study does not capture 268 00:09:57,980 --> 00:10:00,815 nuances of consumer attitude toward piracy. 269 00:10:00,815 --> 00:10:03,365 Just the action of the illegal downloading, 270 00:10:03,365 --> 00:10:04,880 but the additional context of 271 00:10:04,880 --> 00:10:07,010 race and perceptions of risk for 272 00:10:07,010 --> 00:10:09,200 engaging in illegal behavior 273 00:10:09,200 --> 00:10:11,790 weren't for their study. 274 00:10:15,670 --> 00:10:18,980 Another demographic piece to 275 00:10:18,980 --> 00:10:21,275 look at for book pirates is age. 276 00:10:21,275 --> 00:10:22,700 In terms of age, 277 00:10:22,700 --> 00:10:24,500 a book pirates are younger than 278 00:10:24,500 --> 00:10:26,840 the general survey population in the study, 279 00:10:26,840 --> 00:10:30,020 and then the general US population overall. 280 00:10:30,020 --> 00:10:33,080 So 37.4% of book pirates 281 00:10:33,080 --> 00:10:35,435 are between 18 and 34 years old, 282 00:10:35,435 --> 00:10:38,345 or the millennial demographic. 283 00:10:38,345 --> 00:10:40,940 44.1% of book pirates are 284 00:10:40,940 --> 00:10:44,945 between 35 and 54 years old genetics. 285 00:10:44,945 --> 00:10:48,770 And only 18.5% of book pirates 286 00:10:48,770 --> 00:10:50,600 are over 55 years old 287 00:10:50,600 --> 00:10:53,015 or in the baby be more category. 288 00:10:53,015 --> 00:10:54,650 This actually connects with 289 00:10:54,650 --> 00:10:56,930 the racial makeup of book pirates as well. 290 00:10:56,930 --> 00:10:58,730 Because overall in the US, 291 00:10:58,730 --> 00:11:00,890 younger generations are more ethnically 292 00:11:00,890 --> 00:11:04,445 diverse and older generations are less so. 293 00:11:04,445 --> 00:11:06,080 Therefore, it makes sense 294 00:11:06,080 --> 00:11:07,100 that if but pirates are 295 00:11:07,100 --> 00:11:08,360 younger than they are 296 00:11:08,360 --> 00:11:10,550 also more ethnically diverse. 297 00:11:10,550 --> 00:11:14,075 Given that, but piracy does require, 298 00:11:14,075 --> 00:11:16,805 require some basic level of digital savvy. 299 00:11:16,805 --> 00:11:18,950 And also a bit younger generations have 300 00:11:18,950 --> 00:11:20,090 different cultural and 301 00:11:20,090 --> 00:11:22,055 moral perspectives on piracy. 302 00:11:22,055 --> 00:11:23,630 This may also impacts 303 00:11:23,630 --> 00:11:24,740 the age breakdown when 304 00:11:24,740 --> 00:11:26,940 it comes to book pirates. 305 00:11:28,300 --> 00:11:30,785 And then the demographics 306 00:11:30,785 --> 00:11:33,155 of gender and both pirating. 307 00:11:33,155 --> 00:11:35,809 You will see that greater proportions 308 00:11:35,809 --> 00:11:36,890 of book pirates are 309 00:11:36,890 --> 00:11:38,810 men and non-binary than 310 00:11:38,810 --> 00:11:41,585 in the general survey population. 311 00:11:41,585 --> 00:11:43,910 So you can, you can just see 312 00:11:43,910 --> 00:11:45,980 that from the arrows of 313 00:11:45,980 --> 00:11:48,410 the blue columns of pyridine behavior 314 00:11:48,410 --> 00:11:50,880 for men and non-binary. 315 00:11:56,910 --> 00:12:00,070 Book pirates don't just steal books. 316 00:12:00,070 --> 00:12:01,675 They are also buying books, 317 00:12:01,675 --> 00:12:03,535 and they do so in 318 00:12:03,535 --> 00:12:05,710 many different contexts and in 319 00:12:05,710 --> 00:12:06,970 greater proportions than 320 00:12:06,970 --> 00:12:08,875 the general survey population. 321 00:12:08,875 --> 00:12:11,125 So in this chart, on this slide, 322 00:12:11,125 --> 00:12:14,710 you can see how book buying for book pirates 323 00:12:14,710 --> 00:12:17,620 in specific contexts compares 324 00:12:17,620 --> 00:12:19,854 to the general survey population. 325 00:12:19,854 --> 00:12:21,670 In the last 12 months, 326 00:12:21,670 --> 00:12:24,400 65.7% of pirates, 327 00:12:24,400 --> 00:12:25,630 but a book in a bookstore 328 00:12:25,630 --> 00:12:27,100 that they found online. 329 00:12:27,100 --> 00:12:28,150 This is compared to 330 00:12:28,150 --> 00:12:31,045 44.5% of the general survey. 331 00:12:31,045 --> 00:12:33,070 55, sorry, 332 00:12:33,070 --> 00:12:36,710 54.3% of pirate bought 333 00:12:36,710 --> 00:12:37,970 a book online that they 334 00:12:37,970 --> 00:12:39,395 first found in a bookstore, 335 00:12:39,395 --> 00:12:42,590 compared to 43.9% of 336 00:12:42,590 --> 00:12:46,325 the general survey and 44.6%. 337 00:12:46,325 --> 00:12:47,810 But a book online that they found in 338 00:12:47,810 --> 00:12:50,510 a library compared to 35, 339 00:12:50,510 --> 00:12:52,880 0.9% of the general survey. 340 00:12:52,880 --> 00:12:56,360 And finally, 58.4% bought 341 00:12:56,360 --> 00:12:57,485 a book in a bookstore 342 00:12:57,485 --> 00:12:59,075 that they first found in a library, 343 00:12:59,075 --> 00:13:01,760 compared to only 31.1% 344 00:13:01,760 --> 00:13:04,350 of the general survey population. 345 00:13:06,400 --> 00:13:08,540 Greater proportions of 346 00:13:08,540 --> 00:13:10,100 book pirates were borrowing 347 00:13:10,100 --> 00:13:11,480 were during COVID than 348 00:13:11,480 --> 00:13:13,385 the general survey population. 349 00:13:13,385 --> 00:13:15,650 A high portion of people who illegally 350 00:13:15,650 --> 00:13:18,230 download books, own library cards. 351 00:13:18,230 --> 00:13:22,400 77.2% compared to 75.8% 352 00:13:22,400 --> 00:13:24,455 of the general survey population. 353 00:13:24,455 --> 00:13:27,695 Format is also an interesting consideration. 354 00:13:27,695 --> 00:13:29,210 While the general population 355 00:13:29,210 --> 00:13:31,580 borrowed more print books during COVID, 356 00:13:31,580 --> 00:13:34,385 people who illegally download books borrowed 357 00:13:34,385 --> 00:13:37,175 significantly less print books and e-books, 358 00:13:37,175 --> 00:13:42,270 30.1% for audio books, 31.6%. 359 00:13:45,430 --> 00:13:50,075 Book I rates are also highly engaged fans. 360 00:13:50,075 --> 00:13:53,270 27.4% of book pirates 361 00:13:53,270 --> 00:13:55,190 are reading and downloading. 362 00:13:55,190 --> 00:13:58,220 Fanfiction is over double the percentage of 363 00:13:58,220 --> 00:14:00,695 those in the general survey population 364 00:14:00,695 --> 00:14:03,020 at only 12.2%. 365 00:14:03,020 --> 00:14:05,120 Additionally, when book pirates 366 00:14:05,120 --> 00:14:07,805 find a book that they want and like, 367 00:14:07,805 --> 00:14:09,695 they engage with it in e-book, 368 00:14:09,695 --> 00:14:11,195 audio book, and print. 369 00:14:11,195 --> 00:14:14,360 As demonstrated by the fact that 41% of 370 00:14:14,360 --> 00:14:15,500 book pirates by 371 00:14:15,500 --> 00:14:18,290 the same book in multiple formats. 372 00:14:18,290 --> 00:14:20,690 Book pirates are also discovering in 373 00:14:20,690 --> 00:14:22,925 high proportions cross media, 374 00:14:22,925 --> 00:14:25,730 meaning that TV and movies or 375 00:14:25,730 --> 00:14:27,350 gains lead them to 376 00:14:27,350 --> 00:14:30,005 discover a new book, for example. 377 00:14:30,005 --> 00:14:32,855 So they're not only fans of books, 378 00:14:32,855 --> 00:14:35,390 but engaged across media and discovering 379 00:14:35,390 --> 00:14:39,420 books within a networked media ecosystem. 380 00:14:40,800 --> 00:14:43,855 So piracy as sampling, 381 00:14:43,855 --> 00:14:45,940 you'll see here that hill 382 00:14:45,940 --> 00:14:48,520 in 2007 addresses piracy. 383 00:14:48,520 --> 00:14:50,020 In so far as piracy 384 00:14:50,020 --> 00:14:51,460 is equivalent to sampling by 385 00:14:51,460 --> 00:14:53,410 consumers of response by 386 00:14:53,410 --> 00:14:55,210 the copyright holder might 387 00:14:55,210 --> 00:14:56,455 be to develop 388 00:14:56,455 --> 00:14:59,635 a legal alternative that allows sampling. 389 00:14:59,635 --> 00:15:01,570 Having pirates serve the demand 390 00:15:01,570 --> 00:15:03,100 for product samples is 391 00:15:03,100 --> 00:15:05,470 sub-optimal because the copyright holder 392 00:15:05,470 --> 00:15:07,870 cannot control the quality of the samples. 393 00:15:07,870 --> 00:15:09,549 And there exists a probability 394 00:15:09,549 --> 00:15:10,870 that poor quality samples 395 00:15:10,870 --> 00:15:14,830 provided by pirates will alienate consumers. 396 00:15:14,830 --> 00:15:16,915 And then in the right column, 397 00:15:16,915 --> 00:15:20,980 54% of the US population owns a library card. 398 00:15:20,980 --> 00:15:23,385 How many people turn to piracy? 399 00:15:23,385 --> 00:15:26,075 They can't get a book from the library. 400 00:15:26,075 --> 00:15:28,160 27.1% of 401 00:15:28,160 --> 00:15:30,470 immersive media survey respondents turn to 402 00:15:30,470 --> 00:15:32,629 piracy when the book is unavailable 403 00:15:32,629 --> 00:15:35,465 through the library in the desired format. 404 00:15:35,465 --> 00:15:37,130 Add to this data, that's 405 00:15:37,130 --> 00:15:40,355 78% of pirates are library cardholders. 406 00:15:40,355 --> 00:15:42,380 And one of the reasons that people 407 00:15:42,380 --> 00:15:44,360 pirate books becomes clear when 408 00:15:44,360 --> 00:15:45,920 legitimate means of obtaining 409 00:15:45,920 --> 00:15:48,185 the book are inaccessible to them. 410 00:15:48,185 --> 00:15:49,610 Which is what we say on page 411 00:15:49,610 --> 00:15:52,010 58 of our report. 412 00:15:52,010 --> 00:15:55,160 On the June 29th, sorry, the June 9th, 413 00:15:55,160 --> 00:15:56,690 2020, one episode of 414 00:15:56,690 --> 00:15:58,535 the podcast, book smarts, 415 00:15:58,535 --> 00:16:01,715 bookshop.org CEO Andy Hunter 416 00:16:01,715 --> 00:16:03,050 discussed the need for 417 00:16:03,050 --> 00:16:05,585 innovations around DRM protections. 418 00:16:05,585 --> 00:16:08,300 Specifically around e-book distribution. 419 00:16:08,300 --> 00:16:09,890 If a person wants to read 420 00:16:09,890 --> 00:16:11,930 an e-book via the Kindle reader, 421 00:16:11,930 --> 00:16:14,150 it is very hard to get that e-book into 422 00:16:14,150 --> 00:16:15,560 Kindle if you didn't 423 00:16:15,560 --> 00:16:17,150 buy it directly from Amazon. 424 00:16:17,150 --> 00:16:19,400 Hunter said, I'm not saying that 425 00:16:19,400 --> 00:16:22,700 publishers should necessarily give up on DRM. 426 00:16:22,700 --> 00:16:24,620 I'm just saying that publishers, 427 00:16:24,620 --> 00:16:26,090 publishers should 428 00:16:26,090 --> 00:16:28,100 acknowledge this is a problem. 429 00:16:28,100 --> 00:16:29,360 We want to foster 430 00:16:29,360 --> 00:16:31,625 innovation to solve the problem, 431 00:16:31,625 --> 00:16:33,455 rather than just accepting. 432 00:16:33,455 --> 00:16:36,090 That's the way things are. 433 00:16:39,940 --> 00:16:42,290 Another way to conceptualize 434 00:16:42,290 --> 00:16:44,750 book piracy is as fulfilling and 435 00:16:44,750 --> 00:16:47,360 speaking to some unmet need 436 00:16:47,360 --> 00:16:50,010 or needs within the industry. 437 00:16:50,770 --> 00:16:54,500 Averse, et al, examine 438 00:16:54,500 --> 00:16:56,675 business models that best respond 439 00:16:56,675 --> 00:16:59,104 to book pirate needs and consumers. 440 00:16:59,104 --> 00:17:01,760 These authors identify that piracy 441 00:17:01,760 --> 00:17:04,595 offers individuals several upsides. 442 00:17:04,595 --> 00:17:06,650 Free access, access to 443 00:17:06,650 --> 00:17:09,410 a large catalog of titles and ability to 444 00:17:09,410 --> 00:17:13,025 bypass geographical restrictions and DRM 445 00:17:13,025 --> 00:17:15,080 so that they can use the content however 446 00:17:15,080 --> 00:17:17,525 they wish on, on any device. 447 00:17:17,525 --> 00:17:19,070 However, there are dune 448 00:17:19,070 --> 00:17:20,330 sites for the consumer. 449 00:17:20,330 --> 00:17:21,785 When it comes to piracy. 450 00:17:21,785 --> 00:17:23,450 Piracy requires skill, 451 00:17:23,450 --> 00:17:25,565 dedication, and technical equipment. 452 00:17:25,565 --> 00:17:28,880 Additionally, it can be slow and low quality. 453 00:17:28,880 --> 00:17:31,070 Finally, it's stigmatized 454 00:17:31,070 --> 00:17:32,630 and controversial at best, 455 00:17:32,630 --> 00:17:35,195 and illegal and immoral at worst. 456 00:17:35,195 --> 00:17:37,250 So these authors found in 457 00:17:37,250 --> 00:17:39,770 our case studies of Spotify and Netflix, 458 00:17:39,770 --> 00:17:41,000 that these distributors of 459 00:17:41,000 --> 00:17:43,835 content use Freemium tears, 460 00:17:43,835 --> 00:17:45,710 subscription models and all you 461 00:17:45,710 --> 00:17:47,720 can eat offerings to compete with 462 00:17:47,720 --> 00:17:49,010 the perceived advantages and 463 00:17:49,010 --> 00:17:51,755 disadvantages of piracy for the consumer. 464 00:17:51,755 --> 00:17:55,580 Conceptualizing piracy as an unmet need flips 465 00:17:55,580 --> 00:17:57,545 the narrative from a blaming 466 00:17:57,545 --> 00:17:59,855 of pirates for their behavior. 467 00:17:59,855 --> 00:18:01,730 From a moral high ground 468 00:18:01,730 --> 00:18:02,840 to the book industry, 469 00:18:02,840 --> 00:18:05,179 seeing pirates as potential customers, 470 00:18:05,179 --> 00:18:07,820 and identifying pirate behavior as showing 471 00:18:07,820 --> 00:18:08,600 flaws within 472 00:18:08,600 --> 00:18:11,280 the traditional publishing system. 473 00:18:12,790 --> 00:18:16,175 So the role of libraries in piracy, 474 00:18:16,175 --> 00:18:17,540 we've already talked about how 475 00:18:17,540 --> 00:18:19,790 27.1% of book pirates 476 00:18:19,790 --> 00:18:21,560 turn to piracy because a book is 477 00:18:21,560 --> 00:18:23,780 unavailable at their public library. 478 00:18:23,780 --> 00:18:25,955 We need more information 479 00:18:25,955 --> 00:18:26,990 about the attitudes of 480 00:18:26,990 --> 00:18:28,835 people who illegally download 481 00:18:28,835 --> 00:18:30,380 when a book is unavailable, 482 00:18:30,380 --> 00:18:32,630 they turn to piracy after trying to 483 00:18:32,630 --> 00:18:34,880 legitimately borrow via the library. 484 00:18:34,880 --> 00:18:36,290 This indicates that they 485 00:18:36,290 --> 00:18:38,165 want to pay rights holders. 486 00:18:38,165 --> 00:18:39,680 What influences them to 487 00:18:39,680 --> 00:18:42,350 pirate when their access is denied? 488 00:18:42,350 --> 00:18:44,225 Or the attitudes of this group 489 00:18:44,225 --> 00:18:46,190 significantly different from attitudes 490 00:18:46,190 --> 00:18:47,450 of people who don't 491 00:18:47,450 --> 00:18:49,280 borrow from the library and turned to 492 00:18:49,280 --> 00:18:51,065 pirating as the main way 493 00:18:51,065 --> 00:18:53,850 to freely access content. 494 00:18:54,040 --> 00:18:56,540 Many people want to pursue 495 00:18:56,540 --> 00:18:58,865 legitimate avenues for obtaining a book, 496 00:18:58,865 --> 00:19:00,800 but when it's unavailable from the library, 497 00:19:00,800 --> 00:19:03,455 it is technically trivial to obtain a copy. 498 00:19:03,455 --> 00:19:05,629 It might be a question of intention. 499 00:19:05,629 --> 00:19:07,760 If a person makes a good faith effort 500 00:19:07,760 --> 00:19:09,605 to obtain the book through the library, 501 00:19:09,605 --> 00:19:11,030 but is prevented from doing 502 00:19:11,030 --> 00:19:12,920 so by lack of availability. 503 00:19:12,920 --> 00:19:15,320 They may feel more justified in depriving 504 00:19:15,320 --> 00:19:16,880 rights holders of their fee 505 00:19:16,880 --> 00:19:18,590 for accessing the book. 506 00:19:18,590 --> 00:19:21,755 Continual advance of high-speed connections, 507 00:19:21,755 --> 00:19:23,330 Cloud-based architectures 508 00:19:23,330 --> 00:19:24,590 for file storage and 509 00:19:24,590 --> 00:19:27,140 increasing marketization of media will 510 00:19:27,140 --> 00:19:30,110 further simplify new cyber behaviors, 511 00:19:30,110 --> 00:19:33,020 say burnout and Macon in 2014. 512 00:19:33,020 --> 00:19:34,220 They continue. 513 00:19:34,220 --> 00:19:36,140 These technological advances will make 514 00:19:36,140 --> 00:19:37,250 distinctions between 515 00:19:37,250 --> 00:19:39,875 legal and criminal behavior unclear. 516 00:19:39,875 --> 00:19:42,650 In this regard, Internet users may be 517 00:19:42,650 --> 00:19:44,194 increasingly uncertain 518 00:19:44,194 --> 00:19:46,980 of what constitutes piracy. 519 00:20:02,890 --> 00:20:06,020 So let's take a look at some of 520 00:20:06,020 --> 00:20:10,730 the future questions and topics for research. 521 00:20:10,730 --> 00:20:12,260 If libraries and Rachel, 522 00:20:12,260 --> 00:20:13,340 do you want to just kind of take 523 00:20:13,340 --> 00:20:15,125 turns reading these bullet points? 524 00:20:15,125 --> 00:20:17,270 If library supply more access 525 00:20:17,270 --> 00:20:18,710 to e-books in particular, 526 00:20:18,710 --> 00:20:21,540 well, piracy rates decline. 527 00:20:21,970 --> 00:20:24,320 How does perception of 528 00:20:24,320 --> 00:20:25,400 price fairness 529 00:20:25,400 --> 00:20:27,575 influence the decision to pirate? 530 00:20:27,575 --> 00:20:30,200 Attitudes toward piracy versus 531 00:20:30,200 --> 00:20:31,700 borrowing from the library. 532 00:20:31,700 --> 00:20:33,665 Do millennials and Gen Z 533 00:20:33,665 --> 00:20:36,650 see a difference between these activities? 534 00:20:36,650 --> 00:20:38,900 What prompts pirates to 535 00:20:38,900 --> 00:20:41,375 convert to paying customers? 536 00:20:41,375 --> 00:20:44,270 Perhaps we need a change value 537 00:20:44,270 --> 00:20:46,580 laden language around piracy. 538 00:20:46,580 --> 00:20:48,380 To what extent is piracy? 539 00:20:48,380 --> 00:20:51,230 And identity statement and community. 540 00:20:51,230 --> 00:20:53,465 We'd also like to know more 541 00:20:53,465 --> 00:20:57,799 about the different levels of piracy. 542 00:20:57,799 --> 00:21:00,455 And our, our study doesn't currently look at 543 00:21:00,455 --> 00:21:02,630 piracy organizations that host 544 00:21:02,630 --> 00:21:05,330 illegally downloaded content, for example. 545 00:21:05,330 --> 00:21:08,870 And future research that looks more at, at, 546 00:21:08,870 --> 00:21:12,260 at, at these different kinds 547 00:21:12,260 --> 00:21:14,630 of piracy would be very interesting. 548 00:21:14,630 --> 00:21:17,450 And then finally, how to gather 549 00:21:17,450 --> 00:21:19,280 reliable data on the impact 550 00:21:19,280 --> 00:21:21,305 of piracy from the book industry. 551 00:21:21,305 --> 00:21:23,360 We return to those questions that we use 552 00:21:23,360 --> 00:21:25,640 to frame our presentation today. 553 00:21:25,640 --> 00:21:28,880 We believe that it is not accurate to simply 554 00:21:28,880 --> 00:21:32,075 tally every illegal download as a last sale. 555 00:21:32,075 --> 00:21:34,475 But how to actually quantify 556 00:21:34,475 --> 00:21:36,230 lost sales versus 557 00:21:36,230 --> 00:21:38,450 robust sampling that may or may 558 00:21:38,450 --> 00:21:42,020 not lead to future purchase or borrow. 559 00:21:42,020 --> 00:21:46,580 We look forward to the conversation. 560 00:21:46,580 --> 00:21:48,860 Our research has prompted 561 00:21:48,860 --> 00:21:50,120 further questions, of course, 562 00:21:50,120 --> 00:21:51,290 and we look forward to talking 563 00:21:51,290 --> 00:21:52,580 about these questions and 564 00:21:52,580 --> 00:21:54,200 other ones with you during 565 00:21:54,200 --> 00:21:56,555 the discussion at sharp. 566 00:21:56,555 --> 00:21:57,770 Thanks for listening. 567 00:21:57,770 --> 00:21:59,670 Thank you.