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Unmasking the Pirates: New EY-IAMAI Report Highlights the Hidden Costs of Media Piracy in India

Writer's picture: Oliver WalshOliver Walsh

A new EY-IAMAI report exposes the staggering INR 224 billion annual loss due to media piracy in India, urging collaborative industry efforts and policy reforms to safeguard the future of the nation’s film and OTT sectors.



The Report


In an era where digital content consumption is at an all-time high, a recent report from EY and the Internet and Mobile Association of India (IAMAI) uncovers the profound and often overlooked cost of media piracy on India's burgeoning film and over-the-top (OTT) sectors.


The report, titled The Rob Report, highlights a massive economic hit, estimating that piracy drains an astonishing INR 224 billion from the industry annually. Piracy in India ranks fourth in revenue loss compared to legal sectors like digital media and print. But this financial haemorrhage represents just the tip of the iceberg. The study delves deeper, revealing piracy's ripple effects, from stifling content creation to posing serious cybersecurity threats for consumers.


The report finds that piracy's economic toll extends beyond direct revenue loss, disrupting investment flows, discouraging quality content production, and eroding trust across the media and entertainment landscape. Not only does piracy siphon potential profits from legal industry players, but it also compromises creative freedom, reducing the scope for risk-taking in storytelling, which disproportionately impacts independent creators. Additionally, the surge in piracy has created a fertile ground for cybercriminal activities, transforming pirated platforms into vehicles for malware distribution, personal data theft, and even large-scale financial fraud.


The Path Forward: Collaborative Solutions and Policy


As alarming as the data are, the report suggests a hopeful pathway forward. EY and IAMAI propose a united, multi-stakeholder approach, calling for a fusion of policy innovation, technology, and industry collaboration to combat piracy. Recommendations range from affordable ad-supported content models to centralised piracy blocklists, watermarking, and establishing a specialised anti-piracy task force. Together, these solutions aim to curb the economic losses and reinforce a sustainable creative ecosystem, safeguarding the future of India's thriving media and entertainment industry.


Conclusion


Piracy continues to be a pervasive issue, jeopardising India's booming media and entertainment industry. By adopting a collaborative approach and implementing strategic policy updates, India can protect its creative ecosystem and secure the future of its entertainment sector.


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