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Trends in P2P Music Sharing and Consumer Behavior Study 2006

This report prepared for Media Defender, Inc. analyzes the 2006 trends in P2P music sharing, CDs, digital music consumption, household downloading, and consumer spending. It provides insights into the impact of P2P on CD sales, consumer habits, and music acquisition activities.

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Trends in P2P Music Sharing and Consumer Behavior Study 2006

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  1. P2P Report Prepared for Media Defender, Inc.

  2. A larger volume of CD sales in 2006 were lost to borrowing, rather than to P2P How Were Lost CD Sales Replaced? 2006 Digital Music Study - Mainstream Consumer Analysis: Volume and spending estimates include respondents up to the 95th volume percentile per activity Source: NPD Digital Music Study December 2006 (US Internet Pop. Age 13+)

  3. The upward trend of both P2P and legal HH penetration continued in 2006 Downloading Activity of Internet Households*(MusicWatch Digital Dec ‘05 – Dec ‘06) *Includes use of all major à la carte stores, tethered downloads from major subscription services, and eMusic’s bundled downloads. Source: MusicWatch Digital – Dec 06

  4. P2P Services: Number of Households Downloading From P2P P2P Downloading Households (‘000s)(MusicWatch Digital Jan ‘05 –Dec ‘06) *July 06 – Four torrent clients (Azureus, BitComet, uTorrent, and BitLord) were added to NPD’s coverage. Source: MusicWatch Digital – Dec 06

  5. The volume of P2P songs acquired continues to increase and follow a seasonal flow Volume of Unique Songs Downloaded (‘000s)(MusicWatch Digital Jan ‘05 – Dec ‘06) Volume without additional torrent sites *July 06 – Four torrent clients (Azureus, BitComet, uTorrent, and BitLord) were added to NPD’s coverage. Source: MusicWatch Digital – Dec 06

  6. LimeWire remains the dominant source for P2P music acquisition “Other” includes: Blubster Ares eMule Warez Shareaza eDonkey SoulSeek DC++ WinMx iMesh (classic) iMesh (6.0+) BitTorrent uTorrent (Jul ‘06) Azureus (Jul ‘06) BitComet (Jul ‘06) BitLord (Jul ‘06) P2P Downloading Households* (‘000s)(MusicWatch Digital Jul ‘06 – Dec ‘06) Other *Households may have used more than one application. Source: MusicWatch Digital – Dec 06

  7. Consumer acknowledgement has not yet translated into decreased P2P activity P2P Users Say… Source: NPD – MusicLab Sept 06

  8. Reasons For Downloading More From Free File-Sharing Services Why did you start or download more music from free file-sharing services? (Those who downloaded from free file-sharing services in past year) Digital Music Study - Mainstream Consumer Analysis: Volume and spending estimates include respondents up to the 95th volume percentile per activity Source: NPD Digital Music Study December 2006 (US Internet Pop. Age 13+)

  9. As P2P volume continues to grow, the majority of consumers still purchase CDs P2P Consumers: Other Music Acquisition Activities (past year) (among the US internet population age 13+) Digital Music Study - Mainstream Consumer Analysis: Volume and spending estimates include respondents up to the 95th volume percentile per activity Source: NPD Digital Music Study December 2006 (US Internet Pop. Age 13+)

  10. Established P2P users spend more onCDs than consumers new to P2P P2P Downloaders: Per Capita Music Spending (Past 12 Months) (Downloaded via P2P in past year) N = 171 N = 140 N = 313 CD $43 $49 $52 Paid Download $7 $8 $8 Subscription $3 $4 $8 Digital Music Study - Mainstream Consumer Analysis: Volume and spending estimates include respondents up to the 95th volume percentile per activity ** See appendix for assumptions used to estimate dollar value Source: NPD Digital Music Study December 2006 (US Internet Pop. Age 13+)

  11. Appendix

  12. Year 2006 Year 2005 Full length CD $ 12.80 $ 13.00 CD Single $ 7.97 $ 7.02 Digital Album $ 9.99 $ 9.99 Digital Track $ 0.99 $ 0.99 *Subscription Fee $ 8.45 $ 7.80 Value Definitions • The following per-unit cost assumptions were used to calculate the per capita value. *Subscription Fee is self reported. Figure reported in table above is an average for all subscribers Source: NPD Digital Music Study December 2005 and 2006 (US Internet Pop. Age 13+)

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