The music, film and video game industries are pricing themselves out the market, according to new research from Ipsos MORI. They found that creative industries could increase their sales if they addressed the price gap between illegal music and legal music on iTunes.
They tested more than 30 digital content distribution models for music, movies and video games in interviews more than 1000 people over the age of 16. One of the most common complaints from the creative industries is that people won't pay for content online when they can get the content for free through a range of illegal file-sharing services, but the Ipsos study found that two-thirds of people they interviewed who pirated music would switch to official distribution channels if the price was right.
"This is a huge opportunity, but it depends on how hard they want to battle against the pirates," Bramley said.
Currently, Apple charges 79p per track on its iTunes store. Only about 10% of respondents were interested in buying tracks at that rate, but interest rose to 32% when the price dropped to 45p. Music fans also want tracks without DRM - digital rights management - so that they can shift the music to the device or format they want.
http://www.guardian.co.uk/media/pda/2009/jul/03/music-film-games-download-piracy-pricing
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