Beyond Traditional DRM: Moving to Digital Watermarking & Fingerprinting in Media Monetization

DRM is dead…Long live DRM.

Digital Rights Management (DRM) has seen its share of ups and downs. As a means for restricting consumer media usage, preventing copying, yet allowing interoperability, DRM has failed. However, DRM as a technology that enables content monetization on multiple networks and multiple devices faces a brighter outlook. Fingerprinting and Digital Watermarking (DWM) are two extentions of DRM that are emerging across several media-centric applications with far reaching implications.

DWM and fingerprinting underlie several key applications, including:
--Broadcast monitoring
--Internet Content Identification
- For copyright control
- Metadata
- Long-run, interactive behavioral targeted advertising in non-linear media distribution
--Copy Protection & Forensics
- High Definition DVD
- Digital Cinema

The impact of these technologies could be bigger than the direct applications. They are positioned to enable earlier release windows of premium content and to support the monetization of non-linear media distribution.

“Beyond Traditional DRM: Moving to Digital Watermarking & Fingerprinting in Media Monetization” provides research, analysis and forecasts for key Fingerprinting and DWM applications and technologies. The report identifies the key media and DRM trends that are aligning to drive demand. In addition, the report examines the broader impact that these technologies could have through supporting interactive business models on a multi-platform, multi-network basis. The report includes an assessment of the digital media ecosystem, the DWM & fingerprinting value chain, and the key players in each application segment. SHOW LESS READ MORE >

Industry Assessment
Digital Content Ecosystem.
Digital Audio/Video Platforms
Consumer Usage, Content Rights & Content Monetization
Industry Trends & Predictions
Digital Media & Web 2.0 Trends
Digital Rights Managment Trends
Watermarking & Fingerprinting
Watermarking & Fingerprinting Trends
Growth Enablers
Growth Inhibitors & market threats
The DWM Players
Watermarking & Fingerprinting in Content Identification
Broadcast monitoring
Internet Monitoring
Metadata association
Watermarking as Content Protection
Forensics & Accountability
Copy prevention: Revoking Content in the Consumer Platform
Watermarking Role in Digital Rights Management
The Network Traffic Cop
Watermarking role in content protection moves with the release windows
Content Authentication
Video & Digital Media Search
Advanced Interactive Business Models
Watermarking & Fingerprinting Company Profiles
Broad-based Solution Providers
Philips Content Identification
Thomson
Technology, IP & Software companies
Activated Content
Aqua Mobile
Cinea
DataMark Technologies Pte Ltd (“DataMark”)
Digimarc
INA
MediaGrid
Verance
Vobile
Metadata companies- Content Identification with primary focus on associating metadata with the content
All Media Guide- Macrovision
Gracenote
Internet Video Piracy Monitoring & Content Protection Services
Advestigo
Audible Magic
Auditude
BayTSP
MediaDefender
MSI Copy Control
Streamburst
Broadcast Monitoring
Nielsen Media Research
Teletrax
TNS Media Intelligence
Others
Digital Watermarking Alliance
Gibson
ISAN
MovieLabs
Conditional Access/DRM companies
Equipment Manufacturers
Technology & Semiconductor Impacts
Technology Standards
Market Sizing & Forecasts
Fingerprinting, DWM and Related Markets
Extending DRM & Conditional Access- Enabling HD VoD with Transactional Digital Watermarking
Digital Cinema, HD & Blu Ray DVD
Protecting & Monetizing Online Content
DWM and Fingerprinting Technology
Methodology
Appendix A - Definitions
Watermarking
Fingerprinting
DRM
Steganography
Hashing
Appendix B - Copyright Principles for UGC Services

List of Tables

Table 1. Summary Network DWM & Fingerprinting Software and Services Revenue Forecast ($M)
Table 2. Digital Watermarking & Fingerprinting Intellectual Property Revenue ($M)
Table 3. Broadband/Online Digital Music & Video On Demand Market Revenue Forecast ($M)
Table 4: US Internet Advertising Revenue by Category
Table 5. Conditional Access Competitor Market Share ($ Millions) 2006, 2007 Estimate
Table 6. Video-On-Demand Revenue Forecast by Operator Type and By Geography ($ Millions)
Table 7. IPTV Video-On-Demand Revenue Forecast by Geography ($ Millions)
Table 8. Digital Set Top Box Installed Base and Conditional Access Revenue Forecast
Table 9. Cable, Satellite & IPTV Set Top Box Worldwide Unit Forecast
Table 10. IPTV Set Top Box Installed Base, Conditional Access and Digital Watermarking Revenue Forecast
Table 11. Cable Set Top Box Installed Base, Conditional Access and Digital Watermarking Revenue Forecast
Table 12. Pay Set Top Box: Digital Watermarking Units and Revenue Forecast- Digital Cable & IPTV
Table 13. High Definition DVD Player/Recorder Shipment Forecast and Digital Watermarking Uptake (K Units)
Table 14. Digital Cinema Screens Deployed Annually, Installed Base, Projection System Revenue
Table 15. Digital Music Metadata Market Revenue Forecast ($M)
Table 16. Internet Video Metadata Market Revenue Forecast ($M)
Table 17. Internet Media Identification & Copyright Management Revenue Forecast ($M)
Table 18. Broadcast Monitoring Revenue Forecast ($M)
Table 19. Summary Network DWM & Fingerprinting Software and Services Revenue Forecast ($M)
Table 20. Digital Watermarking & Fingerprinting Intellectual Property Revenue ($M)

Listt of Figures

Figure 1. Digital Rights Management Framework
Figure 2. Digital Media Ecosystem
Figure 3. Content Sources: Mass Media, Long Tail and User Generate Content
Figure 4. iTunes Global Music Sales
Figure 5. Tivo’s Partnership with Amazon Unbox foretells the Coming Wave of Internet TV on the TV
Figure 6. Google/YouTube Year to Year Video Streams – July 2006/2007 (M)
Figure 7. Relevant Media Device Platforms for Digital Watermarking
Figure 8. Consumer media Consumption allocation of media and digital media by age group
Figure 9. Key Events have been a catalyst Driving Digital Media
Figure 10. Phases of Digital Watermarking & Fingerprinting Deployment
Figure 11. Digital Watermarking and Cascading Release Windows
Figure 12. Digital Watermarking & Fingerprinting Value Chain
Figure 13. Most Useful Applications for DWM and Fingerprinting based on Media & Entertainment Industry Leaders Responses
Figure 14. YouTube Copyright Identification Policies
Figure 15. Digital Cinema and Camcorders
Figure 16. Overview of the Digital Watermarking Insertion Process
Figure 17. Digital Watermarking Application across Distrubition channels and Consumer Devices
Figure 18. Internet Network Traffic by Type of Content
Figure 19. Studio Film Release Windows & Timing
Figure 20. Percentage of Studio Revenue by Source: Theater, Home Entertainment, Pay TV, Free TV
Figure 21. TV Distribution Windows are Transitioning
Figure 22. Conditional Access Competitor Market Share 2006, 2007 Estimate
Figure 23. Macrovision's Business Model Reflects Model for Digital Watermarking "

The future of Digital Rights Management (DRM) depends on how you define it. As a means for restricting consumer media usage and preventing copying, DRM is facing significant backlash from consumers and some industry segments. As record labels retrench from their DRM efforts and legal assaults, MultiMedia Intelligence believes a broader definition of DRM better serves both industry and consumers.

DRM as a technology that enables content monetization on multiple networks and multiple devices faces a brighter outlook. Fingerprinting and digital watermarking (DWM) are two extensions of DRM that are emerging across several media-centric applications. These technologies are positioned to play a major role in enabling monetization of digital media. At a high level, there are two primary application categories:

1) Content Identification- fingerprinting and watermarking
- Copyright identification and enforcement
- Activity monitoring
- Association and monetization

2) Anti-piracy and copy protection—watermarking
- Copy protection
- Forensics- Identify source of illegally distributed content

A variety of digital media and DRM trends are aligning contribute to increased need for fingerprinting and watermarking. Among these growth enablers are:
1) Proliferation of user generated content and social networks, coupled with users posting copyrighted media.
2) Release window compression
The pressure to advance the release timing for high-definition premier titles is growing. Fox has already communicated that they will mandate watermarking for early-release HD content.
3) Increasing operator competitive pressures, driven primarily by IPTV operators and internet media distribution.
4) Greater processing capabilities in consumer equipment, enabling low cost transactional DWM in consumer electronics.
5) Loss of control and visibility in non-linear distribution of media

At a more detailed level, DWM and fingerprinting underlie these primary applications:
- Broadcast monitoring
- Internet Content Identification
- For copyright control
- Metadata
- Long-run, interactive behavioral targeted advertising in non-linear media distribution
- Copy Protection and Forensics
- High definition DVD
- Digital Cinema
- Set-top boxes, likely for early release windows for HD VOD

Academy of Motion Pictures Arts and Sciences
Access Integrated Technologies
Activated Content
ADAGP
Adobe
Advestigo
AFP
Agence France-Presse
Agnostic
All Media Guide
Amazon
Anystream
AOL
Apple
AquaMobile
Aquantive
Arts Alliance Media
AT&T
Audible Magic
Auditude
Avid Technologies
Barco
BayTSP
BBC
Bebo
BIC
Blockbuster
Broadcom
Buena Vista International
CBS Television
Christie Digital Systems
Cinea
Cisco (Scientific Atlanta)
Comcast
Conax
Connexant
CXP
Dada S.p.A Partners
Dailymotion
DataMark Technologies
Dave.TV
Deluxe
DICTAO
Digimarc
Digital Cinema Initiatives
Digital Rapids
Digital Watermarking Alliance
Dolby
Doubleclick
DTS
Electronic Frontier Foundation
EMI
eMusic
Facebook
Fun Little Movies
Gaumont
GCS Research
Gemstar TV Guide
Gibson
Google
GrayZone
Hulu
Ignum
Inlet Technologies
Irdeto
ISAN
Joost
Jura Security Printing
Keycode Media
Kodak
KyLinTV
Major League Baseball
Marlin
MediaDefender
MediaGrid
MediaLink
Microsoft
Motorola
MovieLabs
MovieLink
MPAA
MSI
MSI Copy Control
Myspace
Nagra
Nagravision
Napster
NBC Television
NBC Universal
NDS
NEC
Nielsen
NXP
Open Mobile Alliance
Panasonic
Paramount Pictures
Philips
Real Media
Revver
RIAA
ROOT6 Technology
SACEM
SCPP
SeaChange
Sigma Designs
Sony BMG
Sony Electronics
Sony Pictures
SPPF
Starz
STMicroelectronics
Streamburst
Technicolor
Telestream
Teletrax
Texas Instruments
The International Federation of the Phonographic Industry (IFPI)
Thomson
Thomson Grass Valley
Tivo
TNS Media Intelligence
Toshiba.
TotalVid
Twentieth Century Fox
Universal Music Group
Universal Studios
Université Catholique de Louvain
Veoh
Verance
Verimatrix
ViaAccess
Viacom
Videoegg
Vobile
Vongo
Walt Disney Pictures and Television
Warner Bros.
Warner Music Group
Widevine
XDC
YouTube