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Advisor(s)
Abstract(s)
A partir da análise do Live Streaming, no contexto específico da transmissão ilegal dos
canais desportivos, procurou-se explorar a alteração do modelo de acesso ao canal Premium como
dissuasor desta prática. Pretendeu-se, principalmente, compreender as dinâmicas relativas às
exibições desportivas de futebol, refletidas no modo de pirataria e eventuais causas responsáveis
pela atual extensão deste fenómeno. Neste sentido recorreu-se aos contributos teóricos sobre a
Pirataria em eventos desportivos, aferindo-se a forma como o seu combate tem sido levado a cabo
em Portugal, pelo IGAC e Associações de defesa de direitos de autor, bem com o seu impacto para
os diversos players do ecossistema dos canais Premium desportivos. Posteriormente analisou-se os
fatores que estimulam o cliente para a Pirataria e estudou-se o comportamento do sistema Pay-perView, enquanto solução alternativa de acesso lícito a um canal desportivo, observando
estatisticamente os seus impactos no enfraquecimento do “mercado” ilegal e na canibalização do
modelo de subscrição mensal.
Os resultados mostraram que o interesse pela Pirataria não depende de atributos sociodemográficos
ou económicos, mas confirmou-se que a inclinação por este acesso ilegal se destaca num segmento
mais aficionado na visualização de jogos de futebol. Provou-se também que a Pirataria no círculo
social influência a propensão por este acesso e que a consciencialização sobre a ilegalidade reduz o
seu interesse. O Pay-per-View mostrou-se como uma alternativa à Pirataria, todavia apenas para
um segmento de clientes menos assíduos à visualização de jogos, sendo o preço associado a cada
evento um fator determinante para a escolha deste acesso.
From the analysis of the Live Streaming, in the context of the illegal transmission of sports channels, it was studied the deterrent effect of changes on Premium channel access model. The scope was to understand the football sports exhibitions dynamics, reflected on Piracy and the motivations held responsible for this phenomenon scale. It was reviewed the theoretical contributions about Piracy in Sport events, was assessed the way in which its combat has been carried out by Portuguese authorities, and its impact on the ecosystem of premium sports channels. It was studied the factors that stimulates the Piracy interest, and the Pay-per-View as an alternative solution for an official access to a sports channel, statistically observing its impacts on the weakening of the illegal “market”, and in the cannibalization of the monthly subscription model. The results showed that Piracy interest does not depend on sociodemographic or economic attributes, but it was confirmed that the trend for this illegal access stands out in a segment more fanatic on watching football games. It has also proved that Piracy, in the social circle, influences the tendency to elect this access, and campaigns against counterfeiting reduces its interest. Pay-perView proved to be an alternative to Piracy, however only for non-devoted game viewers, being the associated price, of each event, a determining factor for choosing this access.
From the analysis of the Live Streaming, in the context of the illegal transmission of sports channels, it was studied the deterrent effect of changes on Premium channel access model. The scope was to understand the football sports exhibitions dynamics, reflected on Piracy and the motivations held responsible for this phenomenon scale. It was reviewed the theoretical contributions about Piracy in Sport events, was assessed the way in which its combat has been carried out by Portuguese authorities, and its impact on the ecosystem of premium sports channels. It was studied the factors that stimulates the Piracy interest, and the Pay-per-View as an alternative solution for an official access to a sports channel, statistically observing its impacts on the weakening of the illegal “market”, and in the cannibalization of the monthly subscription model. The results showed that Piracy interest does not depend on sociodemographic or economic attributes, but it was confirmed that the trend for this illegal access stands out in a segment more fanatic on watching football games. It has also proved that Piracy, in the social circle, influences the tendency to elect this access, and campaigns against counterfeiting reduces its interest. Pay-perView proved to be an alternative to Piracy, however only for non-devoted game viewers, being the associated price, of each event, a determining factor for choosing this access.
Description
Keywords
Live streaming Pirataria Canal premium desportivo Pay-per-view Piracy Premium sport channel