iWorld
Huge decrease in levels of streaming piracy seen in Malaysia over last 12 months
KUALA LUMPUR: A new study of the online content viewing behaviour of Malaysian consumers, has found a massive 64 per cent decrease in consumers accessing piracy websites over the past 12 months. The survey commissioned by the Asia Video Industry Association’s Coalition Against Piracy (CAP) and conducted by YouGov, found that 22 per cent of online consumers currently use piracy streaming websites or torrent sites to view pirated content, substantially less than the 61per cent from a similar survey conducted in August 2019. The YouGov survey also found a 61 per cent reduction in the number of consumers who use an illicit streaming device (ISD) when compared to the August 2019 survey.
More than half (55 per cent) of online consumers had noticed that a piracy service had been blocked by the Ministry of Domestic Trade and Consumer Affairs (MDTCA). This would appear to have had an impact on consumer attitudes towards piracy, with 49 per cent stating that they no longer accessed piracy services and 40 per cent stating that they now rarely accessed piracy services as a result of not being able to access blocked piracy sites. 11 per cent of consumers said it made no difference to their viewing habits.
TVB International general manager Desmond Chan said: “We are encouraged by the efforts of MDTCA in fighting online piracy with their site-blocking campaign. Malaysia is an important market to our content distribution business. TVB’s programmes are popular in Malaysia and have always been the targets for piracy. The swift anti-piracy measures provided by MDTCA will foster a business environment in which we will continue investing.”
LaLiga global audiovisual director Melcior Soler said: "This substantial reduction in online piracy in Malaysia is a sign of the success of the actions undertaken by the MDTCA. Piracy only benefits the criminal organisations who operate the websites and illicit applications and harms society as a whole, especially those who work every day to generate content and entertainment for everyone. LaLiga will continue to fight against the problem of online piracy.”
The continual site blocking has had an impact on consumers viewing habits who are now more likely to access legal content services. 20 per cent of consumers who said they were aware of the government blocking piracy websites and illicit application domains, have since subscribed to a paid streaming service; 15 per cent said they now spend more time viewing free (AVOD) local streaming services; and 65 per cent now predominantly watch free (AVOD) international streaming services.
AVIA’s Coalition Against Piracy (CAP) general manager Neil Gane said: “We applaud the MDTCA for disrupting piracy website networks which are being monetised by crime syndicates. Consumers who subscribe to illicit IPTV services or access piracy streaming sites are wasting their time and money when the channels and websites stop working. Piracy services do not come with a ‘service guarantee’, no matter what their ‘sales pitch’ may claim.”
When asked about the negative consequences of online piracy, consumers placed funding crime groups (57%) , loss of jobs in the creative industry (52%) and malware risks (42%) as their top three concerns.
iWorld
WhatsApp emerges as key commerce channel in India: Meta report
Whitepaper shows 77 per cent of purchases influenced by social media and shoppers spend 2.5 times more across channels
MUMBAI: If shopping once meant a stroll down the high street, today it begins with a scroll on a smartphone. India’s retail journey is being rewritten in real time, as consumers glide between Instagram Reels, WhatsApp chats and physical stores with barely a pause for thought. A new whitepaper by Meta in collaboration with the Retailers Association of India argues that this shift is not cosmetic but structural, powered by artificial intelligence, short form video, creators and conversational commerce.
The numbers underline the scale of the change.
Social media now influences 77 per cent of retail purchase decisions in India, with Meta’s platforms accounting for 96 per cent of social driven discovery. Discovery itself is increasingly passive and visual rather than deliberate and search led. As much as 97 per cent of consumers watch short form video daily, and 60 per cent of time spent on Facebook and Instagram is devoted to video content.
In other words, the shop window has moved to the feed.
The report highlights the growing dominance of the omnichannel shopper, a consumer who researches and buys fluidly across online and offline environments. More than 50 per cent of retail consumers research products online before purchasing in store. Equally, over 50 per cent browse in store before completing their purchase online.
This blended behaviour is lucrative. Shoppers who buy across channels spend 2.5 times more than single channel shoppers. When customers engage across multiple touchpoints, spending rises by as much as 73 per cent. For retailers, unified commerce is no longer a strategy slide. It is a revenue imperative.
Meta India director of E commerce and retail Meghna Apparao, urged brands to focus on three pillars: Reels and creators for authentic storytelling, omnichannel performance marketing to connect platforms, and WhatsApp as a personalised commerce channel. Hitesh Bhatt of RAI noted that the challenge is no longer adopting digital tools but integrating them to deliver measurable outcomes.
Artificial intelligence sits at the heart of this integration. Indian retailers using Meta’s omnichannel optimisation have recorded more than fourfold improvements in omnichannel return on ad spend. Businesses that integrated in store sales data through Meta’s Conversions API have reported Roas uplift ranging from 2 times to 5 times or more, alongside incremental sales growth of up to 9 times depending on category and market.
Integrated data strategies have also delivered revenue growth of up to 15 per cent, suggesting that when digital signals are tied to offline outcomes, marketing efficiency sharpens considerably.
Retailers are already putting this into practice. Reliance Digital has leaned into a Reels first strategy, working with regional creators to drive engagement and measurable business impact. Croma says Meta’s AI powered tools have enabled it to integrate offline data and activate performance marketing across touchpoints, strengthening both footfall and revenue across online and physical stores.
Trust is increasingly creator led. The report finds that 71 per cent of consumers make a purchase within a couple of days of seeing creator content on Meta’s technologies. Campaigns that leverage reels and creators have delivered 71 per cent higher brand intent lift and 19 per cent lower acquisition costs.
Micro and nano creators, in particular, are accelerating purchase decisions by embedding products into relatable, local narratives. Influence is no longer confined to celebrity endorsements. It is distributed, conversational and continuous.
If Instagram and Facebook drive discovery, WhatsApp is emerging as the conversion engine. According to the report, 72 per cent of product discovery now happens on WhatsApp. Retailers using business messaging and click to WhatsApp campaigns are seeing a 61 per cent average improvement in return on ad spend, a 62 per cent increase in leads and 22 per cent higher order values.
The implication is clear. Commerce is shifting from clicks to conversations. Discovery, purchase and post purchase support increasingly unfold within a single chat thread.
The whitepaper argues that omnichannel maturity will define competitiveness in Indian retail. Consumers no longer toggle between online and offline modes. They operate across both simultaneously, often within the same buying journey.
For brands, the task is no longer about being present on digital platforms. It is about stitching together discovery, data, conversation and store experience into a unified loop that can be measured in footfall, revenue and repeat purchase.
As India’s shoppers continue to scroll before they stroll, the retailers who align AI, creators and messaging into one seamless experience may find that the path to growth is less about adding new channels and more about connecting the ones they already have.
