iWorld

GUEST COLUMN: How to combat streaming piracy with OTT’s broken protocol?

Global TV industry is losing $39.3 to $95.4 billion per year to digital piracy

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/12/08/deepak-bhatia.jpg?itok=WGLH-8P4

Mumbai: With vast sums of money to be made, it’s not surprising that streaming pirates are continually upping their game to keep their highly profitable illegal businesses afloat.  A recent global study conducted by Ampere Analysis for Synamedia found that sports streaming piracy alone is worth over $28 billion and the Global Innovation Policy Centre places the global TV industry’s losses from digital piracy between $39.3 to $95.4 billion per year.

From Bollywood and Hollywood blockbusters to LIVE sports including IPL and women’s football, streaming piracy has reached an industrial scale in India. Within minutes of release, stolen content is circulated, exchanged and sold on open internet sites and social media platforms, such as Telegram and WhatsApp, as well as on closed subscription-based pirate networks and dedicated OTT applications. Some illegitimate, subscription-based pirate services are now so good that consumers think they are using the brand’s own service, damaging the brand of the legitimate service and preventing upsell opportunities.

But with superior intelligence and the appropriate technology and legal procedures in place, the industry can stay one step ahead, protect its revenue streams and stop criminals siphoning off billions in revenue that rightfully belong to content owners and services providers.

Pirate profiteers raise the stakes

Although low quality pirate content filmed surreptitiously in cinemas is still available, as more consumers switch to digital platforms, pirates are using increasingly sophisticated ways to steal content – and deliver it in pristine quality.

And the pirates’ methods have advanced considerably since they simply exploited “the analogue hole”: in other words, stole content from the HDMI ports of Set Top Boxes. As license owners and operators have increased their protection methods, cracking down with a combination of source-detection and disruption technologies as well as legal action, pirates have been hunting for new and more concealed ways to source content and find the weak link in the chain.

From Digital Rights Management (DRM) hacking as seen recently with Widevine, to bypassing client watermarking and manipulating legitimate OTT applications, today’s streaming pirates have found ways to steal not just high-quality content but entire OTT services, including redistributing directly from the service provider’s content delivery network (CDN).

Sourcing, aggregating and distributing content

A quick Google search will quickly take you into a world of organised crime: industrial scale professional hackers, criminal technology experts with content aggregators, content wholesalers and content resellers conducting the biggest criminal heist the world has ever seen.

Current anti-piracy approaches - such as DRM, client hardening and concurrency restrictions are simply scratching the surface of OTT piracy and pirates continue to profit.

Using the intelligence provided by our operational security team and with access to pirates’ scripts, we have unearthed the root source of this problem - the OTT protocol is broken. The technology of OTT delivery makes it simple and cheap to set up as a pirate operator. Pirates don’t necessarily need to break the DRM to steal content. Using pirate servers and clients, pirates are hacking the OTT protocol to get the DRM license and redirect pirate clients to legitimate service and content providers’ CDNs.

With little to no acquisition or content costs, pirates have become ultimate media super-aggregators. They can bring highly-sought after content together at an unbeatable price with no geo restrictions or competition law challenges – and then redistribute the stolen content to their paying customers at the expense of the video service provider by using their infrastructure undetected. 

Protecting content across the ecosystem

With an understanding about the methods used and insight into how pirates operate, Synamedia has developed the industry’s first solution to systemically address the inherent weaknesses that make it easy for pirates to not only steal content but also entire OTT services, including gaining access to the service provider’s CDN.

Synamedia OTT ServiceGuard makes it possible to securely distribute content on open platforms by validating that only legitimate subscribers and applications are granted authorised access and receive content. It gives each client a unique identity that is not cloneable and allocates secure keys for signing service requests, ensuring all client messages are validated for their authenticity and origin. This has a critical role to play in protecting content, but tackling piracy requires an all-round team approach, blending pre-breach approaches with proactive detection and disruption technologies and solutions.

Synamedia’s unrivalled intelligence-based model leverages AI technologies alongside human intelligence - including undercover investigators and cyber security, psychology, criminology, and sociology experts - to monitor and map the piracy supply chain, detect, deter and disrupt piracy and orchestrate anti-piracy activities and legal and technical takedowns.

The financial rewards on offer and the ease of set-up - combined with the low risk of arrest or meaningful punishment - means the problem of piracy will not go away.  But, by making life as difficult as possible for both pirates and viewers of illicit streams and making legal subscriptions more attractive, content owners and rights holders can not only protect their content investments, but video service providers can cut infrastructure costs and create the opportunity to capture new subscribers.

(Deepak Bhatia is general manager and head of sales, India at Synamedia. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/20/img_20012022_130629_800_x_800_pixel.jpg?itok=t6c60R2b
Joe Earley becomes Hulu's new president

Mumbai: Disney has announced the appointment of Joe Earley as president of streaming service platform - Hulu. He previously served as executive VP of marketing and operations at Disney Plus and is headed to its sister service after joining the media company in 2019. Earley succeeds former Hulu...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/19/img_19012022_165559_800_x_800_pixel.jpg?itok=4kQ3QMdA
AMG, Google ink multi-year and multi-platform partnership

Mumbai: Allen Media Group (AMG) and Google have announced a new multi-year and multi-platform strategic partnership to accelerate growth across AMG's entire portfolio of media and digital properties, providing data-driven and secure technology solutions in service of AMG's current phase of rapid...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/19/img_19012022_151033_800_x_800_pixel.png?itok=vVlzIL6Z
Vodafone loses 1.89 mn subs in Nov; Jio, Airtel post strong gains: Trai

Mumbai: Reliance Jio added 2.01 million and Bharti Airtel added 1.31 million wireless subscribers in November 2021 according to subscription data by Telecom Regulatory Authority of India (Trai). Vodafone Idea lost 1.89 million subscribers during the same period, the data revealed. The total number...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/19/img_19012022_120634_800_x_800_pixel.jpg?itok=QnF29rC0
WinZO ropes in Youtuber CarryMinati as brand ambassador

Mumbai: Homegrown interactive entertainment platform WinZO has roped in independent content creator Ajey Nagar who goes by the alias CarryMinati, as its brand ambassador. The New Delhi-headquartered interactive social gaming startup seeks to leverage its foothold within the gaming community in...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/19/img_19012022_115859_800_x_800_pixel.jpg?itok=RhSettd1
Reliance Jio prepays Rs 30,791 crore spectrum dues

Mumbai: Reliance Jio Infocomm Ltd (RJIL) on Wednesday announced that it has paid Rs 30,791 crore (including accrued interest) to the Department of Telecom towards prepayment of the entire deferred liabilities pertaining to spectrum acquired in auctions of year 2014, 2015, 2016 and the spectrum...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/18/ficci.jpg?itok=GSYSCW9f
Time to bring progressive law, not ban online games: FICCI Gaming Committee

The FICCI Gaming Committee (FGC) has spoken out against statements made by the chief minister of Tamil Nadu to bring an end to online gaming in the state.

iWorld eNews
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/18/img_18012022_123931_800_x_800_pixel.jpg?itok=3is1lmZ4
Nazara acquires majority in ad tech company Datawrkz

Mumbai: Sports media company Nazara Technologies has entered an agreement to acquire 55 per cent stake in programmatic advertising and monetisation company Datawrkz valuing the company at Rs 255 crore (~$30 million) linked to CY 22 EBITDA performance.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/18/pd.jpg?itok=KyBu4yTN
Podcast Advertising: Opening new doors for marketers

Mumbai: With ABP Live, Clubhouse, and other similar platforms making the right noise, the long format of audio content has gained popularity, and drawn the attention of marketers too. Previously, podcasts were mostly extended content pieces coming out of radio channels because of their...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/01/17/disney.jpg?itok=cp9DN6MI
Disney+ Hotstar to launch OTT exclusive season of ‘Bigg Boss Tamil’ on 30 Jan

Mumbai: Disney+ Hotstar is set to launch the OTT exclusive season of "Bigg Boss Tamil" from 30 January.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required