Evidence Shows You Can, In Fact, 'Compete' With 'Free'
from the but-of-course dept
I've argued in the past that the claim you "can't compete with free," is entirely bogus, not just because people do it all the time, but because the very premise of the argument is wrong. Competition has always been about a lot more than price, and the "free" part is meaningless if a competitor can drive price to a lower cost then your marginal cost -- no matter what that price is. But, now there's actually some growing empirical evidence that the claim "you can't compete with free," is really, really untrue.Modplan points us to a recent talk given by professor Michael D. Smith at Google. Smith is from Carnegie Mellon and is discussing some of his recent papers, such as one on whether or not "piracy" acts as promotion for movies and another one on how digital sales, when set up right, don't actually cannibalize other sales. That latter one debunks the silly claim from Jeff Zucker and many others that they're "trading analog dollars for digital pennies."
- Contrary to the claim that free viewability of movies decreases demand, research shows that when a movie airs on TV for free, it increases demand for the movie both in DVD sales and via file sharing. And, on top of that, the greater demand for the content in file sharing does not appear to hurt the sales of DVDs.
- One bit of research involved the natural experiment that happened when NBC Universal, due to a contract dispute with Apple, removed its TV shows from iTunes for almost a year before putting them back. So, what happened when the content got pulled? Well, first, piracy rates increased -- and not just in absolute numbers. The research compared piracy rates against the other major TV networks, and found that the rates tracked almost exactly prior to the content getting pulled from iTunes... but the second it got pulled, NBC piracy rates were noticeably higher than the other networks. In other words, not offering consumers a way to buy your content legitimately increase unauthorized access. No shock there, but nice to see the data to support that. Specifically, the data found that the "demand" for unauthorized versions increased by 11%.
- Separately, the research showed a smaller, but still significant increase in demand for unauthorized content from those other networks. The theory here is that once NBC pulled its authorized content from iTunes, people who started getting it via BitTorrent suddenly realized they might as well do the same for non-NBC content. So, NBC's decision not to offer authorized content may have actually increased demand for file sharing on other networks as well
- Here's where it gets interesting: what impact did this have on DVD sales on Amazon? Again comparing NBC data to other networks, there is no noticeable impact after the content is removed from iTunes as compared to other networks. In other words, while the action did increase "piracy," there's no indication that increased piracy decreased DVD demand.
- Next experiment involved a move in the opposite direction. Looking at the "demand" for unauthorized BitTorrents of shows from ABC right before and after ABC added its shows to Hulu, again, as compared to the other networks. And here, there was a massive decrease in "demand" for the unauthorized works on BitTorrent.
- Again, however, when the content went "free" on Hulu it did not harm DVD sales. Actually, DVD sales went slightly up (not enough to be statistically significant).
- The final study looked at what happened to demand for movies that went on HBO, which created an interesting situation, because before HBO will air a movie, it requires the studios to remove that movie from video on demand or other digital distribution channels like iTunes. So, the content disappears from those other channels for a few weeks before it shows up on HBO. The research looked at where former iTunes and video on demand customers went for content in the window between the content being pulled from those channels and when it aired on HBO.
- What the research showed was actually no statistically significant change in demand when the content got pulled from the digital distribution channels... but a big increase in demand after the movie aired on HBO.
- You absolutely can compete with free.
- If you offer a convenient and reasonable offering, eve people who were getting content in an unauthorized manner, will often buy (i.e., it's possible to turn "pirates" into buyers). That is, it's not the "free" part that's the driving aspect of much of their behavior, but the convenience factor.
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Filed Under: competing, free, michael d. smith
Reader Comments
Subscribe: RSS
View by: Time | Thread
Free is Good
[ link to this | view in chronology ]
Demand is perpetuated by supply
I've been waiting for a study like this to rear its beautiful head; to analyze and understand the inherent nature of content piracy and what its motivation stems from. After all, every pirate isn't prone to break the law at every turn. There's a compelling message being conveyed to the market saying, "Well, what did you expect me to do? You didn't offer me access to it, so..."
[ link to this | view in chronology ]
Re: Demand is perpetuated by supply
[ link to this | view in chronology ]
compete with free
No one would ever pay for something they can get for free.
Now please excuse me while I run out and purchase some more bottled water.
[ link to this | view in chronology ]
Re: compete with free
[ link to this | view in chronology ]
This isn't about competing with free.
If they want to make a living from creating art, they need to stop looking at it from the mindset of a manufacturer and see it from the perspective of a contractor, mason, or landscaper. They don't cry that they're not getting paid every time someone sees the work they did, they were paid for the job already.
When I came to this realization about the truth of earning a living as an artist, I started to see the content world in a very different light. I went to a Best Buy the other day just to browse and when I got to the DVD/Music/Games area of the store (usually the central and largest section), I started to see the items on the shelves very differently. I didn't see products to buy, I saw the same job replicated over and over. I thought to myself, "Why would I want to buy this stuff? Why would I want to pay someone that did nothing to produce this stuff when the people that actually do the real work already got paid?"
It's one huge lie that sharing content hurts artists. The artists that create the games, movies, and music we enjoy already were paid. It's the publishers, the leeching middlemen, that are the ones supposedly hurt by "piracy". Think about it. Would the studios make content that the publishers sell to us if the publishers didn't pay them? No! Would the publishers make it themselves? Maybe, but I doubt it. So then, the fact remains that if the art is worth creating, there are enough people out there that think it's worth paying someone to make it.
Paul Ellis has figured this out. ZeroPoint Software has figured this out too. The era of treating copies like physical products is coming to an end, but I fear there will be blood before it is over.
[ link to this | view in chronology ]
Re: This isn't about competing with free.
[ link to this | view in chronology ]
Re: Re: This isn't about competing with free.
[ link to this | view in chronology ]
Re: Re: This isn't about competing with free.
[ link to this | view in chronology ]
Re: Demand is perpetuated by supply
I believe you can download the original published study here:
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1381827
It contains tables, figures, and two pages of references.
[ link to this | view in chronology ]
Markets form around free, look at the internet people were wild copying each other HTML code, pasting all sort of things and it grew to a point where people can make money and multi-billion dollar companies sprung from it.
Free is what creates and sustain markets but it seems when they start to fade away some people get upset and try to force others to pay, it ain't happening but they will try.
[ link to this | view in chronology ]
Fixed.
[ link to this | view in chronology ]
Re:
Fixed."
Unless it originally said all pirates then I don't see what was broken.
[ link to this | view in chronology ]
People are emotion-driven
Two Points:
1. Ad-supported free streaming tends to increase sales because it drives traffic (in other words, attention) to the page offering a title for sale. You've got to get people's attention before you can get people to buy.
2. After I showed the content provider described above that free streaming actually increased his sales, he still asked me to remove his titles from ad-supported streaming. He just couldn't get his head around the notion that more attention = more sales. Most content providers are like him. It's very, very difficult to convince them. Even if you do, they imagine that their content is being devalued by it, which must be hurting them in some way.
[ link to this | view in chronology ]
So if I'm wrong then besides being a criminal all of my life for smoking evil weed (alcohol makes me sick and I like a buzz like everyone else), I am also a criminal for buying and using a VCR, DVD Burner, TIVO and DVR. Wow better lock my ass up because I'm not changing a thing.
[ link to this | view in chronology ]
Where do...
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Dasani.
[ link to this | view in chronology ]
Never mind ... I just remembered ... RIAA and MPAA are run by lawyers, not business men.
[ link to this | view in chronology ]
Now if you are Google free is part of the package and people are scrambling to catch up, in the mean time the are a billion dollar company, how is that possible if free doesn't pay?
[ link to this | view in chronology ]
Simple example from personal experience this week.
Recently they told me that in addition to my "n" DVD's by post I get 4 hrs of free movies on demand per month. So I choose a 90 minute movie, watch it as many times as I like for 48 hrs, and it counts as 90 mins of my 4 hrs. Found a movie the kids loved and they watched it few times over the weekend.
Not a penny spent, but a new service discovered.
Then come this Friday, kids want a movie & pizza evening. My 4 hrs has been used up. But there are 1000's of movies to choose from and they are something like £2.50 pay on demand. And that 2.50 will get me 48 hrs of viewing (kids love to rewatch a movies they really like).
I have by now found out (for free) that the technology works, the interface is OK,and the quality adequate. And now I can have pretty much any movie at 5 seconds notice. No trip to the video store. No wishing I'd had it posted 4 days ago. Just choose movie and pay. Sorted.
They'll probably get plenty of my money in exchange for the sheer convenience. But it all started with the free "nothing to lose" tryout that came first.
[ link to this | view in chronology ]
The strawberry argument
He asked who had every bought strawberries before, everyone raised their hands. He then said that was proof price was not the determining factor in your ability to sell something.
Point is anyone of us could have gone out and acquired some seeds (need not to even have bought them, simply grow from clipping or get from friend) and gone and grown our own strawberries, essentially getting an unlimited supply for free.
But we didn't. Why not? Because the growers, the distributors and shop offered us something we wanted. Something we values more than the price we paid for the strawberries.
Seems to me the same generic argument applies here too.
[ link to this | view in chronology ]