There is little doubt that, in the United States and many other countries, Netflix has become the standard for watching movies on the Internet.
Despite the widespread availability, however, Netflix originals are widely pirated. Episodes from House of Cards, Narcos, and Orange is the New Black are downloaded and streamed millions of times through unauthorized platforms.
The streaming giant is obviously not happy with this situation and has ramped up its anti-piracy efforts in recent years. Since last year the company has sent out over a million takedown requests to Google alone and this volume continues to expand.
This growth coincides with an expansion of the company’s internal anti-piracy division. A new job posting shows that Netflix is expanding this team with a Copyright and Content Protection Coordinator. The ultimate goal is to reduce piracy to a fringe activity.
“The growing Global Copyright & Content Protection Group is looking to expand its team with the addition of a coordinator,” the job listing reads.
“He or she will be tasked with supporting the Netflix Global Copyright & Content Protection Group in its internal tactical take down efforts with the goal of reducing online piracy to a socially unacceptable fringe activity.”
Among other things, the new coordinator will evaluate new technological solutions to tackle piracy online.
More old-fashioned takedown efforts are also part of the job. This includes monitoring well-known content platforms, search engines and social network sites for pirated content.
“Day to day scanning of Facebook, YouTube, Twitter, Periscope, Google Search, Bing Search, VK, DailyMotion and all other platforms (including live platforms) used for piracy,” is listed as one of the main responsibilities.
The coordinator is further tasked with managing Facebook’s Rights Manager and YouTube’s Content-ID system, to prevent circumvention of these piracy filters. Experience with fingerprinting technologies and other anti-piracy tools will be helpful in this regard.
Netflix doesn’t do all the copyright enforcement on its own though. The company works together with other media giants in the recently launched “Alliance for Creativity and Entertainment” that is spearheaded by the MPAA.
In addition, the company also uses the takedown services of external anti-piracy outfits to target more traditional infringement sources, such as cyberlockers and piracy streaming sites. The coordinator has to keep an eye on these as well.
“Liaise with our vendors on manual takedown requests on linking sites and hosting sites and gathering data on pirate streaming sites, cyberlockers and usenet platforms.”
The above shows that Netflix is doing its best to prevent piracy from getting out of hand. It’s definitely taking the issue more seriously than a few years ago when the company didn’t have much original content.
The switch from being merely a distribution platform to becoming a major content producer and copyright holder has changed the stakes. Netflix hasn’t won the war on piracy, it’s just getting started.