Pt14a
International Management
Abstract
The film and music industry have both evolved drastically during the past decades. From vinyl records to CD’s to digital mp3 files in the music industry, and from cassette tapes to mp4 files in the film industry. The evolution in both the film and music industry is most likely a result of the practicality demanded by the society. Individuals often seek easier and cheaper alternatives. In both of these relevant industries, the most practical solution is of course to have instant access to demanded content that is merely software and requires no type of disc. Therefore, I will analyze how this digitalization of music and film has affected these above-mentioned industries with the help of both services such as Netflix, Spotify, and by factors such as the black market. I will use figures supplied directly by the industries, as well as figures published by legal streaming and downloading services such as Netflix and Spotify. Although some figures slightly contradict with one another. It is clearly visible that the overall impact of digitalization is negative for both the music and film industry. The film industry has not suffered as greatly as the music industry, however neither have managed to grow substantially as they have in the past. However, the loss of growth has partially to do with services such as Netflix and Spotify that are becoming giants in the music and film industry.
Statement of Authenticity
I the undersigned declare that all material presented in this paper is my own work or fully and specifically acknowledged wherever adapted from other sources.
I understand that if at any time it is shown that I have significantly misrepresented material presented here, any degree or credits awarded to me on the basis of that material may be revoked
I declare that all statements and information contained herein are true, correct and accurate to the best of my knowledge and belief.
1. Introduction
Digital streaming and downloading is considered to be an issue for both the film and music industry. Both music and film industries have struggled to fight against the act of illegal downloading and streaming. Although, the majority of individuals would never admit doing this crime, just based on numerical facts a large percentage of today’s population have. The simplicity of being able to save money and time directly has created a temptation for today’s society. Illegal copies of music and film onto CDs have always been an issue. However, there was always the possibility of being caught in the act of purchasing of such products. With digital streaming and downloading, however, the percentage of being prosecuted for this crime has grown so minimal that it became acceptable amongst a large group of the society.
Personally, I have lived through the time from when one could purchase illegal bootlegs on a beach, to now when the only way the music and film industry can fight this habit is by making it legal for a minimal sum. Once legal programs such as Spotify and Netflix arose, I realized that the time had come when these industries finally accepted the fact that they have no chance of winning in any legal battle. Therefore, they would have to compete and change the monetary value of music and film forever. Although both the music and film industry would benefit from services such as Spotify and Netflix, they would also act as a type of barrier for the future and decreases the revenue per film and song. These services were also not created by the industry and therefore, they would only receive a percentage of value that is minimal compared to the past. Large firms such as Apple Inc. have played a substantial role in the revolution of the music industry and have in a way eliminated a large part of its revenue. In regards to the film industry, Netflix pays both licensing fees to the designated production firm, as well as buying the rights to distribute original DVD’s (NETFLIX INC, 2015). For music services, these figures are substantially larger. Spotify claims to pay 70% of its revenues to the appropriate and specific right holders (Spotify for Artists, 2016).
The goal and objective of this research paper are to analyze how exactly these industries have changed due to digital streaming and downloading and also analyze how this change has affected the monetary value of music and film. The valuation of firms and also the change in the revenues generated by the music and film industry are covered in this report.
1.1. Research Questions
With the progressive change occurring in both the music and film industry today, there are several questions that must be brought up. Legal services have played a role in slowing the growth of these industries. On the other hand, illegal downloading and streaming still play a large role in today’s society. It leads to the main question of how streaming and downloading have overall impacted the industries mentioned above.
1.1.1. To what extent has streaming played a role in the growth and or decline of revenues in the music and film industry?
The differentiated effects of streaming in the music and film industry must be analyzed, and reasons will be explained as to why the trend may differ.
1.1.2. How has illegal streaming and downloading affected the music and film industry?
While observing the differentiated growth rates of the music and film industry, it must be analyzed to what extent illegal activity has had an influence on the outcomes.
1.1.3. How has the age of digital streaming and downloading affected the music and film industry?
How have these changes impacted these affected industries overall, and what are some of the barriers and opportunities available today in these industries, compared to an earlier time.
1.2. Methodology
Moreover, I will explain how despite much effort, streaming and downloading legally, may never make up for the $7.6 billion dollar decline in album sales from 1999 to 2013 (Eller, 2015). Although services like Spotify are similar to film streaming services such as Netflix, due to the royalties received by the producer of the content, the future for each of these industries may differ (Eller, 2015).
2. Literature Review
2.1. Financial Situation of the Music and Film Industry
Digital downloading and streaming has caused the music industry’s revenue to fall from $26.6 billion in 1999 to $14.97 billion in 2014 (Ingham, 2015). In the film industry, this, however, is not the case, as the revenues have grown from $43.38 billion in 1998 to $83.45 billion in 2011 (Winseck, 2012). These figures raise the obvious question of why two separate industries are facing such a similar problem, have such differentiated outcomes. One possibility is the fact that streaming has proven to be more successful for the film industry than for the music industry. It is mainly due to better outcomes for the creators of the content and better relationships with streaming services in the film industry (Eller, 2015). Six of the large film studios have also decreased the amount of films they release by 14-54% between 2006 and 2012. By doing this, they try to release what they think will be hits and focuses on different types of films, such as The Hunger Games (The Economist, 2013).
2.2. Similarities and Differences of Legal Streaming and Downloading for the Music and Film Industry
One of the obvious differences when viewing streaming services for both music and film is that individuals often rent a film for a certain period, or until it has been viewed, after that they no longer have access to the content. Whereas in music services such as Spotify, tidal and iTunes, the user can repeatedly stream the track, or for paid subscriptions even download the content. In regards to royalties and licensing fees, Spotify has stated that they pay approximately 70% of all revenues to the appropriate rights holders (Spotify for Artists, 2016). They have apparently paid $3 Billion USD to date in royalty fees. Netflix functions on a somewhat different basis, and pay both licensing fees as well as purchasing rights to distribute older DVD’s (NETFLIX INC, 2015).
2.3. Effect of Illegal Downloading and Streaming
Both the music and film industry would, of course, be entirely different if it were not for illegal activity on the web and the innovation of digital streaming and downloading legally. In 2011, there have been economic losses totaling $12.5 Billion a year in the music industry (Winseck, 2012). According to Spotify, a large proportion of revenues in the music industry have evaporated, and although the trend for digital streaming and downloading legally has risen and it is not nearly enough to compensate this loss. For the film industry, these figures are even higher, as it is said that in 2013 piracy has caused the U.S alone an economic loss of $20.5 Billion (Bialik, 2013). Streaming services, however, have shown great promise and are currently estimated to be 20% of the cost of cable packages (Investopedia, 2015).
3. Financial Situation of the Music and Film Industry
Although the music and film industry are facing similar issues regarding piracy and legal streaming and downloading services, the figures demonstrate a separate outcome. For the music industry, the past decade has shown a large decline in the total revenue. The figure below demonstrates the yearly decrease of $26.6 billion revenues in 1999 to $14.97 billion in 2014.
Source: (Ingham, 2015)
Ingham (2015) states that the figures mentioned above “take record sales into account in addition to streaming income (ad-supported and premium). They also count sync revenues, and performance rights money collected from broadcasters and public venues for the use of recorded music” (Ingham, 2015). These figures have been collected from The International Federation of the Phonographic Industry. It is visible that even with legal streaming and downloading, the music industry is still suffering a decline. For the film industry, these figures are very different, and the revenue has grown from $43.38 billion in 1998 to $83.45 billion in 2011 (Winseck, 2012). The graph below illustrates the total worldwide film industry revenues from 1998 to 2011.
Source: (Winseck, 2012)
4. Similarities and Differences of the Music and Film Industry
The figures are collected from the report of motion picture association. It can be noted that there is a substantial growth in revenues of the film industry since, 1998. However from 2003 to 2011, the figures have stabilized and only increased from $80.763 Billion to $83.453Billion.
5. Effect of Illegal Downloading and Streaming
Both the music and film industry have evolved drastically over the past decades. From animations and stunts in the film, to synchronizations and other tools used for music. The way in which film and music are produced differs significantly compared to the past decades. There is a completely new experimental way of creating music and virtual creation is becoming more common nowadays (Duckworth and Farrell, 2005:60). When speaking of films, this virtual trend is also evolving and is not a norm already. The animation is a sequence of drawings that is used in many films nowadays (NFFTY, 2013). The animation is becoming more and more indistinguishable from live action, and it does not seem as if the trend would reverse. The reason for including this virtual trend in music and film is to demonstrate that it is not simply streaming and downloading which is taking over the film and music industry. Film and record companies no longer have to produce massive amounts of CDs and can simply provide everything digitally. The more that is digitally present on the web, the more will be illegally bootlegged. Strict anti-piracy laws and regulations have not yielded high results in the fight against illegal downloading and streaming (Eller, 2016). Services such as Spotify and Netflix could save the industry because they supply the user with a more practical solution than illegal downloading, and at a considerably fair price. What customers of these services might see as being fair, many artists feels as being tremendously low. According to Dylan Eller, an artist who is signed to a record label will receive an approximate amount of 0.001$, every time their song is streamed. With these amounts their song would have to be streamed 1.1 Million times, just to earn a minimum salary. Another alternative service provider in the music industry, such as Tidal offers their artists a higher value of $0.026 (Eller, 2016). According to The International Federation of the Phonographic Industry (IFPI), the trend for digital streaming and downloading is very positive. In 2014, there was a 39% increase in subscription streaming, and a 38.6% increase ad-supported streaming (IFPI, 2015: 9).
6. Digital Piracy, Streaming, and Downloading
This section of the report discusses how the Age of Digital Streaming and Downloading affected the Music and Film Industry regarding income and presentation. Digital piracy has become a big concern for the entertainment industry. The facility to download and stream films and music online has turn out to be the cause of headache for the musicians and film. Their work is being illegitimately downloaded or streamed due to which they are not able to make money as public do not desire to go and watch the films in cinemas or buy the cassette or a disk of the album as the complete movie and the music album is effortlessly accessible on the internet. Digital downloading and streaming has a negative impact on the film and music industry. It has limited the generation of revenues and also has additional influences on the enthusiasm and level of expectation of artists and producers all over the world. Hsiao (2011) while discussing the ethics of Internet usage stated that in recent years the illegal downloading of films/music from the Internet has raised many questions in the field of ethics (Hsiao, 2011). It means that it is very unscrupulous to download music or movies dishonestly. Digital streaming and downloading has become one of the prevalent issues for both film and music industries, and they are struggling hard to fight against the act of downloading and streaming illegitimately.
6.1. Financial Affects of Digital Piracy on Film and Music Industry
The production of music has been deficiently exaggerated as it is deteriorating to create a center of attention for innovative investors who will bring singers to a wider global audience. In 2015, the industry’s global digital revenues decreased by 8 percent to US$7.86 billion as there was a massive increment in the downloading of audio files illegally.
According to the journal article of Manish Agrawal and Suzanne C. Wagner (2012), the increase in handling of the Internet, and the applications interrelated to the digital compression technologies have now completely misrepresented the face of music (Agrawal, 2012). It has drastically affected the entire industry. The film industry has also imperfectly gone pretentious by digital compression technologies such as online streaming and downloading as financiers are not willing to invest. Actors are not being paid as they use to get before, director is trying his best to complete the venture with that low funds provided by the producers and producers themselves are getting drawn in in different businesses, where revenue is assured.
The users find it easier to watch the entire movie at no cost of cost on Internet instead of purchasing a ticket and then going to cinemas to see that movie. In the year, 2006 many film distribution companies complained that they are losing more than $4 billion in the box office sales because of the digital piracy issue. If the music and film industry takes in $15 billion per year, then we could easily estimate that the entertainment industry is facing a loss of $4 million annually.
7. Illegal streaming and downloading
When a film or song is created and marketed, each person concerned in the course of action has pecuniary gains from the retailing of that product. For that reason, the product is secluded by copyright law so that it cannot be hackneyed, reproduced, or uploaded without their permission. If the user did not pay for a song, or film that has a copyright, then downloading/streaming that file is a misdeed. Similarly, distributing a copyrighted media file, via electronic without the state authorization of the copyright holder is also against the law.
7.1. Effects of Illegal streaming and downloading on music and film industry
According to Cohen (1994), the boost in availability of content to be accessed on internet at this instant has absolutely misused the facility of internet . Banned downloading places your PC at high jeopardy of receiving viruses. The majority of unlawful downloading is done through Peer-to-Peer software, which allows people to share their collection with others. Since the users have no idea where they are receiving the files from, they have no way of knowing if they are contaminated with viruses or spyware. Downloading infected files to your computer could result in failure of data, disproportionate pop ups, sluggish Internet connection and probable identity theft. .The users find it easier to watch the entire film for free of cost on Internet instead of buying a ticket and then going to cinemas to see that movie. As Sundararajan (2003) in his article describes the situation of the film industry and states that filmmakers are not all happy with the innovation of digital piracy as they are not able to earn money (Sundararajan, 2003). It means that the entertainment industry is going toward decline because of the digital piracy.
8. Legal way of downloading and Streaming
On the other side, legal file sharing services has become immensely popular and have played a vital role in the revival of music and film industry as many people have started using these websites such as iTunes, Netflix, and Amazon from where they can download and view the content with authorization by paying some amount, that money will be sent to the distributor. Many companies have contributed to emergent a legal form of downloading and acquiring movies and songs throughout the world. Online web stores from where the user can buy audio and video files have been opened for the consumers such as Netflix, but most of the people think of saving their money by downloading or streaming the films and audio files online instead of paying to access the same files. Miller (2012) gave his opinion on the downfall of the entertainment industry and stated that it is not at all deniable that the physical sale of music is declining rapidly (Miller, 2012). It proves that that illegal downloading and streaming of data is affecting the entertainment industry financially.
Netflix is a global provider of movies/TV series that the customers can see using their internet. The company originally operated as a DVD by mail provider and started its streaming business in the year 2007. The internet streaming is provided to over 190 countries throughout the world. The increase in illegal downloading and streaming had a negative impact on the business of Netflix, and it decided to provide its service to improve the quality of the industry. The use of Netflix has provided an improvement in the film industry since most of the people watch paid movies and the money is transferred to the producer and artist by the agreement. The main objective of introducing into internet streaming is to limit the level of illegal downloading and streaming and provide the customers a platform to gain access to high-quality movies and other videos at affordable prices. The business is successful in attaining the trust of the customers and Netflix is applying latest digital technologies to improve further the flow of streaming online (Netflix, 2016).
The companies like Netflix triggered many new and existing companies to provide upgraded and high speed paid internet streaming and downloading. The major contributions of the anti-piracy laws and regulations have resulted in an improvement of the attitude of customers. Apple Inc., Google, and other companies also started their streaming websites and applications to introduce the legal streaming and downloading that has gained global acceptance. The customers all over the world have started to avoid illegal streaming with the use of legal and paid streaming easily accessible to them. The results of such services have resulted in increasing the attractiveness of the film industry, and the stakeholders have shown interest to improve the degree of their services in the future.
On the other hand, service providers like Spotify have introduced music streaming and video accessibility easy for the customers. The services provide digital rights managed/protected streaming options to the people to avoid illegal downloading and streaming of songs and videos. The services of Spotify are available throughout America, Western Europe, and other parts of the world. The official website of Spotify provides the opportunity to download and listen to music searched by the album, artist, record label, playlist, and genre. The company offered free accounts to attract the customers, and the strategy of the company proved successful as people switched to using the services provided by Spotify. The efforts made by Spotify to reduce the illegal activities of customers are effective since most of the customers can now enjoy easy access to their favorite music and other internet activities with legal and paid services. There is a requirement of spontaneous and rapid involvement of other companies to increase the global presence of such websites and service providers to improve the condition of the global film and music industries. People and customers all over the world are accepting the legal streaming and downloading, and there are expectations that companies like Netflix and Spotify would have a major proportion of the change in perception and attitude of the global audience.
8.1. Affects of Legal way of downloading on streaming on music and film industry
In the year 2015 when a total number of music albums that got released were 30,000 out of which only 5,000 of the albums were downloaded illegally whereas 25,000 albums were sold legally on official file hosting website. It shows that the circumstances got changed after the appearance of legal file hosting services such as iTunes and Amazon mp3.
The users have now started to become conscious that it is against the law to download contents for free and the stuff that is available on the Internet for free of cost is not in the high definition quality whereas legal content that has been uploaded on official file hosting services is of good quality. This is one of the most prominent reasons that why users have started buying music and films online from the legal file sharing websites. International record labels, such as Spotify, Netflix, and iTunes, continued to help the entertainment industry in their financial growth. Some new notable file hosting services have also made an entry into this emerging market.
Bhattacharjee (2003) wrote an article on digital piracy where they stated that the only way to overcome illegal downloading of content is to declare it as a crime (Sudip Bhattacharya, 2003). It means that availability of legal content will be beneficial for the entertainment industry.
9. Decline of Revenue in the Music and Film Industry
The film and music industry excels in generating revenue. But since the dawn of the involvement of digital media, there is no doubt that they are consistently and conspicuously failing earn money as more people are interested in streaming or downloading it online illegally for free. Hope (2010) defines film as a very expensive form of art and described the entertainment industry as very competitive field (Hope, 2010). It proves that it takes a lot of money to produce movies or music album, but the availability of these contents for free on internet affects the music and film industry financially as such theft costs the Hollywood industries about $1.5 billion a year. The reduction of revenue caused by digital piracy such as digital streaming and downloading has also affected the production houses as they have stopped making adventurous choices when it comes to movies. Bounie (2006) in his article discussed the financial crisis in the film industry and stated that film producers will soon stop making films as it is not a profitable business anymore. It proves that there is a massive decline in revenue in the music and film industry (Bounie, 2006).
10. Discussion
The role of data streaming has been harmful financially for the film and music industry as most of the people have stopped buying the music album because the entire album is easily available on The Internet. Films mostly rely on the box office, but if the movie goers will not go to the cinema to watch a movie because that film is already available on the internet, then it is surely going to affect the film industry as well. Norkey (2015), while discussing the role of data streaming stated that illegally downloading of the file is extremely harmful to the entertainment industry and its effects are much bigger than anyone can ever imagine (Norkey, 2015). It means that the entertainment industry is being affected drastically because of the availability of data to be streamed online for free of cost.
Streaming Media is a multimedia that is presented to Internet users (consumer), which has been delivered by providers. One of the main differences between viewing and streaming services for both music and film is that users mostly rent a film for a certain period, and after that they will not be able to access the content. When it comes to movies, online File hosting services such as iTunes has been introduced where the user can continuously stream the audio file, and can also download that file. The legal way of downloading and streaming of audio and video content online is helping the entertainment industry to earn a lot of money. Strauss (2013) gave his opinion about paid file hosting services and stated that after the rise of legal streaming and downloading contents on the internet such as Netflix and iTunes have regained the users that were probably downloading the contents illegally before (Strauss, 2013). It means that the legal availability of content online is helping the industry to generate more money.
11. Limitations of Study
The charts and models provided in the documents are measured on the basis year 2014. Whereas in the last two years new developments and technologies have been introduced so one can argue that one should present their research work on the basis of latest developments and inventions such as recent developments in the utilization of latest technologies have challenged exclusive rights regulation Furthermore, the author found difficulty in providing a detailed research on number of albums and films that were produced and how much revenue they generated. There are many positive impacts of digital data downloading and streaming which are not mentioned in this document.
12. Conclusion
The availability of digital streaming and downloading has mostly affected the entertainment industry in a bad way but there are some good aspects of this development. The singers who are not so popular that people will consider buying their album will surely not mind listening to his audio files if they will be available on the internet for free. Same goes for the low budget films which can be viewed online for free. According to a new report published by Norwegian research where Curtis (2013) states that more than 1.2 billion songs were copied without permission of the artists in Europe in the year 2008 (Curtis, 2013). It means that more than 1 billion people in Europe are downloading audio files illegally. In another survey around 47 percent said that they use online streaming service to watch all the latest films. These statistics suggest that government need to declare digital piracy such as digital streaming and downloading of data as a crime. International authorizes should establish an anti-piracy law such as Digital Economy Act in England. The government must also support the startups like Spotify and Netflix to contribute and improve the situation of the industries.
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