Endemic piracy: understand what Globo meant

Have you ever stopped to think that audiovisual piracy is not so far removed from what you imagine from other trademark infringement formats? This is because this is such a broad, diversified and naturalized phenomenon that, in many cases, it is no longer perceived as something illegal by consumers.

However, this does not mean that piracy is harmless: brands from the most diverse sectors suffer significant losses every year due to the distribution and illegal consumption of their content.

Read on and learn more about the parallels between audiovisual piracy and product and service violations that threaten your brand!

What does endemic piracy mean?

Research shows that Brazil currently ranks second in the world in the consumption of streaming services, second only to New Zealand. However, this high demand for digital content is not fully reflected in revenues for these platforms.

This was pointed out by the data released by TV Globo at the end of May of this year, which revealed that 80% of Premiere streaming users access the content illegally, without paying for the subscription. In other words, for each person who consumes the product correctly, four others are unduly benefiting from the same content, through pirate sites and TV Box.

Broken down to the numbers and considering the service's approximately 2.5 million subscribers, the amount lost could reach an impressive sum of R$ 500 million. This issue, however, does not only affect sports broadcasts: the gap in the audiovisual sector amounted to about 4 billion and, with all the illegal trade, more than 460 billion reais.

That's exactly why we talk about endemic piracy: a widely disseminated behavior, incorporated into everyday digital life and often treated naturally, even in the face of the billion-dollar and structural losses it causes.

How does piracy affect brands?

After talking about the financial damage caused by piracy, it's natural for you to imagine that economic losses are the main problem - and, in fact, they are significant. However, the impact of piracy on brands goes far beyond the loss of revenue.

This is because, when a product or service is pirated, it is generally distributed outside official channels, without any quality control, customer service, or warranty. This directly affects the brand's reputation, as many consumers do not distinguish the original content from the counterfeit.

In addition, the trademark violations they still undermine the perception of built value and weaken the competitiveness of your business, wasting the resources invested in marketing campaigns, compromising the health of the company's ecosystem as a whole.

That is, the sooner entrepreneurs understand that there is no distinction between the different types of piracy, the more effective it will be to combat these practices. And the time has come to treat this problem as a strategic issue — one that requires coordinated action, investment in brand protection and, above all, a change of mentality. And Branddi can help you!

Keep following Branddi and learn more about how Shielding marketing can preserve your brand and your results from Action by violators!