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Latest Music Piracy Study Overstates Effect of P2P

Blackbeard writes "A new study from pro-business think tank Institute for Policy Innovation claims that music piracy accounts for $12.5 billion in lost output to the US economy. That includes 71,060 lost jobs and $422 million in lost tax revenues... if the figures are accurate. Ars Technica's write-up points out a number of flaws in the IPI's reasoning. 'The study makes for some alarming reading, but it suffers from a few significant flaws. First and foremost, it appears to fall into the "illicit downloads = lost sales" fallacy, the view that each song obtained over a P2P network is a lost purchase.' There's more: 'The IPI study also assesses the increased demand for music if piracy didn't exist and assumes the market would remain as "intensely competitive" as it is today. The problem is that music fans are largely disenchanted with the market. By and large, music fans think that music is too expensive, and that much of what is available isn't very good.'"

32 of 283 comments (clear)

  1. To put it into 'software piracy' terms... by Zondar · · Score: 4, Insightful

    If a high-school kid was a massive warez junkie and managed to accumulate 1.5 million dollars worth of pirated software, would the IPI consider that 1.5 million dollars worth of lost sales... from a kid with a maximum $2K-$3K a year income?

    Doesn't seem to me they're looking at actual buying potential of the 'offender'... just theoretical maximum revenue lost by the producer.

    1. Re:To put it into 'software piracy' terms... by stranger_to_himself · · Score: 5, Insightful

      There must be some effect here. I know plenty of people who don't buy any music at all, but certainly would if they couldn't download it for nothing. Obviously the 1 to 1 correspondence between downloading and lost sales isn't useful, but does anybody know of any reasonable estimates of what the loss actually is? Or even how you'd calculate it?

    2. Re:To put it into 'software piracy' terms... by purpledinoz · · Score: 3, Insightful

      I think a better measure would be just to look at the drop in music sales over each year. There's no doubt that people are buying music less, but it's still a stretch to correlate that drop entirely to piracy. I wonder how much of that drop is due to high CD prices due to price fixing, people getting pissed for the RIAA suing the American public, and the lack of creative new music. Of course Congress will only see this number. If you counted every song ever pirated as a sales loss, it would probably be bigger than America's GDP, which would mean America should be in a severe depression now.

    3. Re:To put it into 'software piracy' terms... by KingSkippus · · Score: 5, Insightful

      Obviously the 1 to 1 correspondence between downloading and lost sales isn't useful...

      Actually, I'd like to see the correspondence between downloading and gained sales, and more importantly, gained revenue.

      Gained sales of dropping stupid DRM schemes would come through increased word-of-mouth advertising and a much better relationship between movie/music labels and their consumers, as well as a lot more avenues for the media to be used for personal purposes. (E.g. watching a movie on tv, burning a copy to take in the car with you on vacation, etc.)

      Here's the kind of thing I'm imagining. Let's say you buy a copy of Shrek 3 on DVD and pay, say $20 for it. $3 could be called the media cost, and $17 could be the licensing cost of having the movie. With the DVD, you get a code you can use to register the fact that you own the rights to watch Shrek 3. Now let's say that you really want a copy of it for your iPod. You get on the web site, pay an incremental $2 fee (you don't need to pay the other $17, you already have!), and you have the movie on your iPod. You want an HD-DVD version? Pay an incremental $5 fee for the media, and there you go. There's a Platinum Extended Edition released a year later? Add another $5 for the content, plus $3 for the new media cost, and you don't have to buy a movie you already own again. Maybe even have a $50 or so "master" version that guarantees you the movie in all formats and with extended material going forward.

      Also, there would be a TON of gained revenue from not having to spend any more ridiculous amounts of money on complicated DRM schemes that, in the end, have proven perpetually useless.

      Would there still be piracy? You bet, and probably a lot of it. But I look at it this way. The media industries can either lose a billion dollars a year to piracy and make, I dunno $50 billion in revenue, or they can lose five billion dollars a year to piracy and make $100 billion in revenue. So far, they've been pretty stupid in choosing the former. It's just a matter of time (and a matter of the MPAA and RIAA suffering a complete overhaul) before they figure out that the latter is better for us and better for them and that there is a ton of money to be made.

    4. Re:To put it into 'software piracy' terms... by jfengel · · Score: 3, Insightful

      While I agree with the point that they're miscalculating, don't assume that a loss to you is necessarily a gain for me. If I smash your car window, you've certainly taken a loss, but I'm up nothing except a grin.

    5. Re:To put it into 'software piracy' terms... by Alsee · · Score: 4, Funny
      If a high-school kid was a massive warez junkie and managed to accumulate 1.5 million dollars worth of pirated software, would the IPI consider that 1.5 million dollars worth of lost sales... from a kid with a maximum $2K-$3K a year income?

      Duh, of course not. No one is that stupid.
      You obviously didn't read the article. Because the article explicitly quotes:

      In this study, the weighted average substitution rate used for the physical piracy of recorded music is 65.7 percent.
      What the IPI is actually saying that high-school kids with a maximum $2K-$3K a year income (which equals a $50 a week allowance) who accumulate 1.5 million dollars worth of music downloads are measured at a rate of 65.7 percent... or more specifically nine hundred and eighty five thousand five hundred dollars of spending each.

      Don't go making up silly fictional figures claiming "the IPI consider that 1.5 million dollars worth of lost sales".

      Silly rabbit.

      -
      --
      - - You can't take something off the Internet! That's like trying to take pee out of a swimming pool.
    6. Re:To put it into 'software piracy' terms... by legirons · · Score: 4, Interesting

      Wouldn't this study require the demand for music to be "perfectly inelastic"?

      i.e. if demand for a full-price version of some music is the same (in their model) as demand for a zero-price version of the music, then they're modelling the demand as being the same no matter what the price.

      If that were so (and the wiki pages on economics suggest it's not possible) then it would suggest that you could sell music CDs for $10K each (recognise this theory from anyone's legal filings? ;)) and the demand wouldn't change because they've already published papers claiming that people downloading free music instead of paying were not doing it because of any price considerations.

    7. Re:To put it into 'software piracy' terms... by dwandy · · Score: 3, Insightful

      I think a better measure would be just to look at the drop in music sales over each year.
      You need to factor in the bundling effect of the album or cd.
      CDs are (typically) 8-12 songs, and many people would buy all 8-12 just for the 1-3 they liked. (often there was no real alternative: the 'single', or a couple of singles cost as much as the full album!)
      With iTunes et-al, many (most?) people are buying only the 1-3 they like.

      I'd love to see some kind of break-down for buying patterns on these sites: how many 'album' sales are there relative to 'singles'. And if 'singles' sales were converted to album sales at CD prices, would total sales still be down?
      Personally, I doubt it...I suspect sales are actually up once this is factored.

      --
      If you think imaginary property and real property are the same, when does your house become public domain?
    8. Re:To put it into 'software piracy' terms... by ACMENEWSLLC · · Score: 5, Interesting

      >>There must be some effect here. I know plenty of people who don't buy any music at all, but
      >>certainly would if they couldn't download it for nothing. Obviously the 1 to 1 correspondence
      >>between downloading and lost sales isn't useful, but does anybody know of any reasonable estimates
      >>of what the loss actually is? Or even how you'd calculate it?

      I'm not sure that is possible. I have purchased hundreds and hundreds of music CD's over the years. I have quit. After hearing what the RIAA was doing, I could no longer support such a company. How can you quantify that affect? I do admit that I've purchased some un-signed (indy?) artists CD's. I have a co-worker that in un-signed and I have his. I have one from a group in NYC and another from a signed but non RIAA member. In the last 3 years..

      But I've quit buying music like I previously did. And no, I don't download it from P2P networks either. What I've done is switched to XM Radio. I have two subscriptions. I now understand the RIAA gets a cut of my subscription. I don't like that as I mostly listen to Fox News, XM Comedy, and other stations like that. .02

    9. Re:To put it into 'software piracy' terms... by bcharr2 · · Score: 3, Funny

      The study's model is not only theoretically accurate, but also predictive.

      Think of it this way: If every consumer product in the world suddenly lowered their cost to $0.00, I don't see people changing their purchasing patterns in any way. That Lamborghini is suddenly free? No thanks, I'll stick with my Toyota. Console games suddenly cost nothing? I'll continue to buy 1 every other month. I don't really have time to play more than that anyways.

      So you see, the study's assumptions are 100% accurate.

    10. Re:To put it into 'software piracy' terms... by background+image · · Score: 4, Insightful

      Basically, take the income of those who download and multiply it with the average fraction of income spent on music by those who don't. That would be a good indicator of how much potential market is lost.

      Wrong.

      Unless the industry can demonstrate that sales/income/market are actually being lost due to p2p. There's no point in trying to calculate the amount of money you're losing due to a particular phenomenon when you don't know that that phenomenon is costing you money in the first place. Indeed, there is some reason to think that those who download music often buy the same music .

      As far as I've ever been able to tell, the music industry just relies on the fallacy alluded to in the summary to, um, 'calculate' their 'losses'. The claim that every unpaid download represents a financial loss to the music industry equivalent to the retail cost of the downloaded music is so obviously false that I can't believe we're still discussing it...

      If the music industry can demonstrate--or already has demonstrated without my having noticed--that p2p downloading definitely costs them sales/income/market, then your proposal is at least better than the method of so-called 'calculation' in TFA...

    11. Re:To put it into 'software piracy' terms... by rjhubs · · Score: 3, Interesting

      I don't support the RIAA or DRM but I have never really bought into the whole "allowing piracy increases net sales" ideology. Firstly, I doubt it will increase the number albums sold. Why would you buy the album.. if you already have all the songs? It doesn't make any sense. Secondly, if we are to believe that downloading music for free increases a band's exposure, then there should be a corresponging increase in concert attendance and merchandise sales. I'll leave it up to someone to find the actual numbers, but I'm fairly certain concert attendance has been falling.

      In the end I see downloading music illegally as something that neither hurts nor helps the music buisness. Sure it may hurt some sales, it might create some sales, but a HUGE, OVERWHELMING, majority of people would never pay for most the songs they download, at least in the current system. I know I wouldn't. Consumers will always choose what costs them the least (actual cost + convience - (risk of getting caught)), rarely do people buy based on ideology. The music industry understood this and could either change its buisness model or start making it hard for people to download (flooding networks with fake songs) and issuing lawsuits. The latter was easier for them, hence it is where we are at today. Is it working? No.

  2. Summary has it right by illegibledotorg · · Score: 3, Funny

    By and large, music fans think that music is too expensive, and that much of what is available isn't very good.

    You're damn right. I wouldn't even waste my bandwidth on the vast majority of shit that the record companies are pumping out. But, what am I saying? I'm sure Linday Lohan's next album would sell millions of copies if it weren't for piracy.

    1. Re:Summary has it right by provigilman · · Score: 3, Insightful
      Another problem is that there are many bands who have one or two good songs, and then the rest of the album is just filler. This is one of the big reasons why iTunes is so popular right now, you can just buy the one or two songs for a couple of bucks, instead of shelling out $13-$15 for the whole CD.

      This brings up an important question though...if they're merely counting number of items downloaded they're not taking into account that someone might be downloading a whole album. Conversely, they're also assuming that the person wouldn't just go out and buy the single on iTunes for $0.99, but instead assume it's a lost "album sale".

      --
      "Life's short and hard, like a body building elf." -- The Bloodhound Gang
  3. illicit downloads = lost sales by ookabooka · · Score: 5, Insightful

    What kind of idiot still believes illicit downloads = lost sales. Simple economics, if the price changes (to nothing) then you're going to see a lot more use. . if right now the world downloads 100 million songs a day that doesn't mean that if piracy didn't exist they would instead buy 100 million songs a day. . .It's just such a blatant twisting of facts who wouldn't see through it? If someone hands you a pen and says "it's free" would you take it? Now if someone handed you a pen and said "10 cents please" would you take it? I bet those "free" pens would move quite a bit quicker even though 10 cents isn't a bad price for a pen. There is a huge difference between "free" and. . well. . anything else really.

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    If you are about to mod me down, keep in mind that this post was most likely sarcastic.
    1. Re:illicit downloads = lost sales by Shabbs · · Score: 4, Insightful

      It's just such a blatant twisting of facts who wouldn't see through it? Congress.
      --
      Mark
    2. Re:illicit downloads = lost sales by Wylfing · · Score: 4, Insightful

      It's a lot more distorted than that. When Joe Teenager takes the $20 he would have spent on a CD and spends it on ricing out his car, that money is not lost to the economy. People still make sales. It is still taxed. It only shifts to a different sector. The argument that money not spent on my own company is somehow "lost" to the economy is completely absurd.

      /p.

      --
      Our intelligent designer has never created an animal that we couldn't improve by strapping a bomb to it.
    3. Re:illicit downloads = lost sales by king-manic · · Score: 3, Insightful

      It's a lot more distorted than that. When Joe Teenager takes the $20 he would have spent on a CD and spends it on ricing out his car, that money is not lost to the economy.

      Well, ricing that car definitely loses that wealth for humanity if not economy.

      --
      "There are more things in heaven and earth, Horatio, than are dreamt of in your philosophy."
  4. I wonder... by downix · · Score: 3, Insightful

    I wonder how many of those downloads are for music one already has? I know I had to P2P some songs because some idiot put protection on my CD, so I could not listen to it in my car (my car and "protected" cd's don't work well).

    --
    Karma Whoring for Fun and Profit.
  5. Plenty Good by DaveOne · · Score: 4, Insightful

    This concept that there is 'no good' music out there is a fallacy. While I agree that most of the mainstream music is pre-packaged twinkie pop, there is an entire subset of music (indie and non) that can be found with a little research. And guess what? It's available on iTunes and other services like eMusic (ad infinitum). And that said, with music being such a subjective topic, it's very difficult to say that one artist is 'bad' when they appeal to such broad demographics of teens that absorb them through their radio waves like mindless drones.

  6. On the other hand... by IvyMike · · Score: 3, Interesting

    "A new study from pro-business think tank Institute for Policy Innovation claims that music piracy accounts for $12.5 billion in lost output to the US economy."

    On the other hand, music piracy accounted for $12.5 billion in gained income to the listeners.

    1. Re:On the other hand... by Znork · · Score: 4, Insightful

      "On the other hand, music piracy accounted for $12.5 billion in gained income to the listeners."

      Not only that, the $12.5 billion were instead spent on other things in the economy. Creating work for people like carpenters, contruction workers, resturant workers, etc. Which in turn means no lost taxes at all (in fact, considering the creative accounting of the entertainment business I'd say it's more likely the piracy resulted in $422 million in gained tax).

      So the question is, is the economy better off with more coke snorting music execs, RIAA lawyers, fantasy accountants and boyband promoters, or with the others?

      I'll bet the 71,060 who are currently employed instead of the RIAA lawyers would say piracy was a good thing for the economy.

  7. Lost economic productivity is negative. by raehl · · Score: 5, Insightful

    Music piracy INCREASES economic productivity because piracy is ULTRA efficient at copying and distributing songs. When consumers get the same (or more) stuff while LESS resources are required (labor and materials), that's an economic gain.

    Now, it IS also true that piracy causes economic losses for record companies. But, economic losses for record companies are not necessarily bad for the economy, any more than economic losses for carjackers put in prison are bad for the economy.

    To use another example, when the US instituted the Do Not Call list, it caused a lot of losses for companies whose business was paying people to call people who didn't want to be called. And it caused a lot of jobs in that industry to be 'lost'. Was this bad for the economy? NO! All the money that used to get spent interrupting people's dinner just got spent on something else, creating more jobs elsewhere.

    So when someone pirates a song instead of paying for it, yes, the record company has a loss, but the economy does not - that money instead gets spent on something else, like a trip to the movies. That's an economic GAIN - the consumer gets to listen to music AND they get to go to the movies, whereas before, when they were paying for extremely inefficient record company distribution, they only got to listen to the music.

  8. Quality by LongSpleen · · Score: 4, Interesting

    I think the point about the general lack of quality in the music marketplace is right on. Most albums have one or two good songs, so you end up paying $7+ per song that you actually want. My urge to pirate music was drastically lessened when online stores (iTunes was the first one I came across but I don't know if they actually pioneered this or not) started allowing me to buy the specific songs I wanted by themselves. I'm happy to pay 99 cents for a good song. If all the songs on the albums were good then I would buy all the songs and they would make that much more money from me.

  9. Bull by Jerry · · Score: 4, Insightful

    There are no "lost jobs". The jobs were shipped abroad years ago.

    The 12.5 Billion figure stinks with the smell of excrement because of where they pulled it from.

    --

    Running with Linux for over 20 years!

  10. Re:I'm ashamed... by Per+Wigren · · Score: 3, Interesting

    Where are the studies showing the truth about piracy, sales, and quality of recorded music? Here.
    --
    My other account has a 3-digit UID.
  11. Unrealized gains are not losses by corsec67 · · Score: 3, Interesting

    If unrealized gains were losses, then any product that didn't sell as well as it might would have "lost sales"

    Hint: you have to have something before you can lose it.

    --
    If I have nothing to hide, don't search me
  12. Legal downloads by dontthink · · Score: 3, Insightful

    From what I've seen, the people that tend to buy the music that sells in big numbers (pop, top 40 stuff) also tend to only listen to the 1-3 songs that end up being singles off of that album (look at how successful the "NOW" series of CD's has been). Actually buying the CD single version of the song was never a very popular option b/c the price per content was even more unreasonable than the CD's themselves (and they often weren't available). By letting people buy single tracks from iTunes (or any other online music vendor) around the much more reasonable $.99 per song, the "masses" are able pick out whatever the cool song is. I would think that this would cut into CD sales on the same order of magnitude as piracy.

    As a side note, music piracy has caused me to buy far more CD's than I otherwise would have. My first exposure to some of my favorite bands has been through (illicit) downloaded tracks, and I often end up buying their entire discography. I know, I know, fuck the RIAA - regardless of their evilness, it's not going to stop me from wanting to own a physical copy of Marquee Moon by Television (shameless plug for the album at the top of my playlist right now).

  13. Fallacies On Both Sides by nick_davison · · Score: 5, Insightful

    First and foremost, it appears to fall into the "illicit downloads = lost sales" fallacy, the view that each song obtained over a P2P network is a lost purchase.' Very true.

    The problem is that music fans are largely disenchanted with the market. By and large, music fans think that music is too expensive, and that much of what is available isn't very good. This is pretty much the same kind of assumption but in reverse.

    They assume: Most of what's pirated is clearly of good enough people would buy it anyway quality that it's a direct loss of sale.

    The poster assumes: Much of what's pirated is of poor enough quality that no one would buy it but high enough quality that they'd go to the trouble of downloading it.

    Both sides have pretty much retreated to their corners and are refusing to meet in a middle. Most likely, the situation is: Piracy, having a lower cost, allows people to consume more than they would otherwise do but that isn't a consumption that would go away if forced to pay the price requested, either. Instead, both retreat to their corners, pointing out how the other one's wrong whilst refusing to look at how their arguments are flawed too. It becomes a somewhat pointless discussion when neither side is capable of considering anything other than their own views.
  14. Whew, good thing I didn't download then by gosand · · Score: 4, Insightful
    Wow. Good thing people don't trade external hard drives, with thousands of songs on them.


    If someone ships a hard drive full of music to someone else, would that be a federal crime? What would the value of that music be?


    So let's say I borrow someone's external hard drive, and copy all the MP3s on it to my hard drive. In just a matter of hours, have I just cost the RIAA millions of dollars?


    To be fair, I do think that illegally downloading music does hurt the music industry. But obviously, there is a market there for downloading or iTunes would have failed by now. When Napster burst onto the scene, the music industry should have seen the untapped GOLD mine that is music downloading. Instead, they fought it. They refused to embrace it. Did they think it would just go away? The ability to download and take music with you everywhere has only strengthened the fact that people WANT to listen to music. They still don't get it.


    Years ago, I looked into a concept, and someone had it patented already. But here is what the music industry should do:


    1. Digitize their massive stockpile of music.

    2. Partner with music stores so they carry that music digitally.

    3. Price it right.


    It would be easy to come up with a tiered pricing model.

    A: anything 2 years old or newer: 0.99 per track, or a flat rate per album ($8?)

    B: anything 2 to 10 years old: 0.25 per track, or $3 per album

    C: anything older than 10 years: 0.10 per track or $1 per album


    Think about this... why would people spend hours downloading questionable quality music when they could go into a store and walk away with a CD, DVD, or portable device FULL of music for a decent price? Then, people are in the store - you can sell them DVDs, Tshirts, CDs, etc. You could have a massive digital catalog to choose from. Keep it in the stores, but maybe make the track lists available online so they could submit an order and go in and pick it up. Charge a nominal burning fee for media. You could have "top 100" lists from all genres, people could upload their playlists for others to purchase..... there are LOTS of possiblities.


    Sadly, I am sure this will never see the light of day because it requires the "owners" of the music to open their eyes.

    --

    My beliefs do not require that you agree with them.

  15. fans DON'T think the music is no good by feepcreature · · Score: 4, Interesting

    The summary (and the artiicle, for all I know) is not quite right when it says:

    By and large, music fans think that music is too expensive, and that much of what is available isn't very good

    He's just fallen foul of Fingals First Law [*] of chart music - the widely observed principle that the charts always turn to complete rubbish within 5 years of quitting full time education. The cool kids will always be listening to something completely different from what we listened to, and we'll just think the new stuff isn't like music used to be, in the good old days. In turn the cool kids will grow up, and find that the music they like has been superseded.

    The point is, it's older fans who think that much of what's available now is rubbish. There is a constant supply of new fans ready to be programmed with the new stuff.

    Of course, not all of them will buy the new stuff, but that's another issue - and the posters above have covered that pretty well!

    [*] I just made that law up right there! Don't expect to find it in the textbooks till next week at least. We're only at Internet 2.0, you know.

    --
    Paul "Say no to feeping creaturism"
  16. It *does* bring in more money. by KingSkippus · · Score: 3, Interesting

    I have never really bought into the whole "allowing piracy increases net sales" ideology.

    Maybe not directly, but definitely indirectly. For example, I'm a huge Pink Floyd fan. I started getting into them around 1990, which was the end of an extremely frustrating musical era with all the crap that was churned out in the 1980's. I had gotten so disgusted with music that I honestly never listened to the radio. A buddy of mine had The Wall, though, and I was hooked. He gave me a copy of his tape, and over the years since, I've bought almost every Pink Floyd album there is, except some of the crappy early ones with Syd Barrett. I've also seen them twice in concert.

    Another example. When I was in college, like most college students, I was dirt poor. I've always liked Billy Joel, and another buddy of mine invested his disposable income in a CD player (still pretty new at the time) and almost all of Billy Joel's CDs. Of course, I couldn't afford all that, so I bought a bunch of blank cassettes and he made copies for me. Fast forward a few years, and I now am the proud owner of all of Billy Joel's albums, and I've seen him twice in concert, too. (If you're ever lucky enough to get the chance to see either Pink Floyd or Billy Joel in concert, incidentally, go.)

    Another example. Just today, a friend of mine was listening to a Lazlo Bane CD I bought. (They're the guys who did the theme to the television show Scrubs, and their stuff is very good.) He had never even heard of the group before. At best, most people I run across are familiar with the theme to Scrubs ("I'm no Superman..."), but they'd never buy a whole Lazlo Bane CD because of that little snippet of song you hear on Thursday nights. I'll be honest, I seriously doubt he's going to rush out and buy a Lazlo Bane CD or go to a concert. But at least now he knows who they are, and if someone mentions Scrubs, he'll probably say something like, "Oh yeah, the theme was done by Lazlo Bane. I've listened to their CD and thought it was pretty good," and thus the "buzz" of the Bane has been bumped up by a bit.

    I could keep going, but you get the idea. The collective effect of all of this is that CDs do sell better. Artists and bands do become more famous. Concerts do get attended that otherwise wouldn't have.

    Plus, that's also neglecting the money that artists and bands make through increased exposure that have little to do with CD sales and concerts directly, such as through endorsement deals, magazine articles and interviews, non-CD merchandise, etc.