New research from Ipsos shows that awareness of downloading movies from the web is pretty high ( just under 50% ) but the only 9% are considering doing it in the next 12 months. Given the huge file sizes, this isn't too surprising but we've seen that downloading TV programmes is growing in popularity (file sizes are smaller as the programmes are shorter) .
Hopefully the movie studios will find a way of managing this behaviour other than calling the lawyers.
Another piece of research from IPSOS will give them some motivation to find a new business model - the number of people paying for downloading music is now the same as those downloading for free. With almost half of US adults now having paid to download music there is a significant industry to be built in selling movies (and TV programmes) on the web. Netflix and Video Island have shown the desire is there - the business just needs to be migrated from the post to the web. We expect Hollywood to be all over this. But, as ever, where is the opportunity for the advertisers who make cinema advertising a major medium right now?