Australia #2 globally for illegal downloads

11/03/2015 - 13:21

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Australia ranks eighth on a global scale for digital attractiveness thanks to low market costs and risks, but the country is the second highest illegal downloader, an EY report has found.

Australia ranks eighth on a global scale for digital attractiveness thanks to low market costs and risks, but the country is the second highest illegal downloader, an EY report has found.

The findings, which are based on EY’s Global Digital Media Attractiveness Index, ranked countries against a scorecard based on potential earnings from digital media.

It found Australia provided a stable and mature platform for digital investment, but market conditions needed to be improved for growth potential to be realised from both local and global companies.

Australia was ranked as the second-highest illegal downloader among the countries surveyed, mainly due to the delay in local release of overseas content.

It was ranked first in terms of political stability and regulatory risk rating, and 10th for ‘ease of doing business’.

EY media and entertainment leader David McGregor said while Australia ranked fifth for cost attractiveness, there remained key barriers to digital growth relating to value and access costs.

He said new infrastructure like the NBN would go a way towards addressing these issues but more work needed to be done to drive stronger and more favourable market conditions for consumers and businesses.

“To succeed in securing Australia’s status as a leading digital nation, we need to continue to improve cost, speed and access,” Mr McGregor said.

“This clearly involves continued investment in infrastructure but also improved and dynamic competition to stimulate innovation.”

He said with about 8 million people in the 18-39 age group, Australia’s smaller millennial population meant there was plenty of scope for development.

“However, while small, its digitally engaged and active online population represented significant and largely untapped opportunities for media and entertainment companies,” Mr McGregor said.

“It’s no secret that Australians are avid downloaders – both legal and illegal. The real challenge lies in moving young, digitally savvy emerging market consumers to legitimate digital platforms.

“To capitalise on this, M&E companies need to understand what to offer and the value drivers that will promote legitimate content consumption,” he said.

Mr McGregor said it started with analysing piracy consumption and encouraging greater collaboration on release windows.

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