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

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.

Questions? Comments? Let us know: @billboardbiz

Print