Ipsos-Insight study points to shift in focus.

Beneath the media blitz surrounding piracy in the digital-music marketplace, American downloaders are increasingly turning their digital-consumption sights toward motion pictures.

According to new figures from Tempo, Ipsos-Insight's quarterly study of digital-music behavior, 21% of U.S. downloaders ages 12 and older had downloaded a full-length motion picture off the Internet as of late 2003, while 38% had obtained a music video from the Internet. The survey did not distinguish between illegal P2P file-trading and legitimate downloading of licensed music or video.

Matt Kleinschmit, senior analyst with Ipsos-Insight's technology and communications practice, says these findings are evidence that downloaders are expanding beyond music and moving toward broader digital-entertainment acquisition and consumption behaviors.

"Clearly, digitally experienced Americans are beginning to demand increasingly diverse formats of entertainment to be available via the Internet," says Kleinschmit in a statement.

He suggests a number of approaches that the film industry could take to try to meet consumer demand for downloadable video, including multimedia-enabled portable devices, digitally formatted television content and downloadable catalog videos.

Other media-measurement companies have similar findings. Eric Garland, CEO of BigChampagne, the Beverly Hills, Calif.-based company that measures peer-to-peer network traffic, says video is commanding a larger portion of file-sharing volume now than in previous years.

Bay TSP, the Los Gatos, Calif.-based company which measures P2P traffic, also notes that P2P users are increasingly using file-sharing networks such as eDonkey and BitTorrent, which are better suited to transfer larger video files than the FastTrack network, home to P2P services such as KaZaA, iMesh and Grokster.