Mumbai is the center of Indian entertainment, including the Indian film industry Bollywood, and is a key city for the distribution of Indian content, with numerous animation studios located in the city.
Comic-Con, an exhibition of comics and movies, is held annually in several Indian cities, including Delhi and Hyderabad. This time we were able to visit the Mumbai Comic Con 2024 held in Mumbai. The Comic-Con venue was filled with Japanese anime in every nook and cranny, and numerous enthusiastic fans.

On the other hand, at the Comic-Con venue and at malls in Mumbai, while some legitimate content was sold, the number was quite small, and we observed many sales of content that appeared to be counterfeit.

At an exchange meeting with fans held on the same day, seven local fans of Japanese animation participated and spoke enthusiastically about its appeal. In addition, they showed a great understanding of the need for measures against pirate sites and counterfeit products. “I would like to see more legitimate content delivered to the market. There are many people in India who want to support content,” and we gained valuable information on the importance of promoting legitimate distribution.

In addition, we visited the Mumbai office of Crunchyroll, an animation distribution company, and AnimationXpress, an animation portal site, to hear about the potential of the Indian market, the current status of legitimate business, and the situation of infringement and how to respond to it. During the company visit, participants were introduced to the fact that a large portion of India’s population is young and that there is a growing interest among this demographic in Japanese animation. It was also highlighted that the market is expected to expand significantly. The participating Japanese companies asked many questions, creating a lively exchange of ideas.

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About CODA
CODA (Content Overseas Distribution Association) was established in 2002 at the call of the Ministry of Economy, Trade and Industry and the Agency for Cultural Affairs to promote the overseas development of Japanese content and take anti-piracy measures. Japan’s proud content, including music, movies, anime, broadcast programs, video games, and publishing, plays an important role in enhancing the nation’s international presence and economic growth. As digital technology becomes more widespread, it is even more significant to protect Japan’s content from increasingly artful copyright infringement and promote the content industry’s development. CODA contributes to the deterrence and detection of online and other piracy, by sharing knowledge with relevant government agencies, organizations, and companies in Japan and abroad, to engage in direct and indirect anti-piracy measures, as well as public relations activities. Visit https://coda-protection.com/en/activity/ for more information on CODA’s projects.

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As a result, the estimated amount of damage from pirated Japanese content circulating online in 2022 is approximately 1.95 to 2.20 trillion yen. In the 2019 survey, the estimated amount of damage was approximately 333.3-430 billion yen, which is about five times higher than the estimate from the previous survey three years ago.

The study first calculated and estimated the content market size and growth rate by five regions (North America, Latin America, Europe, Asia Pacific, and Middle East & Africa) for the four media (genres) of video, publishing, music, and games, and estimated the global authorized content market to be approximately 98 trillion yen in 2021.
Based on this, we conducted consumer surveys in Japan, the U.S., France, China, Brazil, and Vietnam in 2022 to calculate the amount of pirated content damage, the number of people in each country who have consumed pirated content, the amount of pirated content consumed per person, the percentage of Japanese content in content consumption, and the unit cost of content. We then calculated the volume of piracy distribution in several ways using market data (Global Entertainment & Media Outlook) provided by PwC Consulting LLC and the results of various industry reports.
As a result, the total amount of pirated Japanese content distributed worldwide in 2022 was estimated at approximately 6,511.6 billion yen to 7,851.0 billion yen for the four media of video, publishing, music, and video games. Furthermore, we conducted interviews with experts in each genre to verify the validity of these estimates.

Considering these distribution volumes, the conversion rate to legitimate versions (the percentage of purchases made even if they were not free) from the results of a questionnaire survey conducted in the above six countries, and the results of expert hearings, the amount of damage caused by piracy was calculated to be approximately 1.95-2.20 trillion yen in 2022 for Japanese content distributed online. This breakdown was approximately 906.5 billion yen to 1,429.7 billion yen for video, 395.2 billion yen to 831.1 billion yen for publishing, 22.4 billion yen to 92.2 billion yen for music, and 120.3 billion yen to 355.1 billion yen for games.

CODA will continue to implement effective countermeasures against copyright infringement overseas and work to create an environment for distributing legitimate versions.

This study was conducted as part of a project commissioned by the Ministry of Economy, Trade and Industry.

■Estimated amount of damage from pirated in 2019
　https://coda-protection.com/en/news/188/

(translated by automatic translation system)

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The study calculated and estimated the market size of four media (genres) (※1): video, publishing, music, and video games, by five regions (North America, Latin America, Europe, Asia Pacific, and the Middle East & Africa). The global market for authorized content in 2019 was estimated to be about 117 trillion yen, of which Japan accounted for about 10% of the global market.。

Based on this, consumer surveys for Japan, the U.S., France, China, India, and Indonesia were conducted to calculate the amount of piracy damage. We calculated consumers’ monthly piracy usage rate, the percentage of Japanese content in their content consumption, the unit price of content, and the opportunity loss rate. We also used market data (Global Entertainment & Media Outlook) and website analysis tools provided by PwC Consulting LLC and calculated the volume of piracy distribution in several ways. As a result, the total amount of pirated Japanese content distributed worldwide was estimated at 1,904,498,846,354 yen to 1,985,933,009,338 yen for the four media of video, publishing, music, and video games. Furthermore, we conducted interviews with experts in each genre to verify the validity of these estimates.

Considering these distribution volumes, the conversion rate to legitimate versions (percentage of purchases that would have been made even if it is not free) based on the results of a survey conducted in the above six countries, and the results of expert interviews (the opinion that damage from piracy for games is almost nonexistent due to the prevalence of online games), the estimated amount of damage from pirated Japanese content circulating online in 2019 was calculated at 333,370,388,130 yen to 430,031,420,514 yen. The breakdown was 154,526,075,601 yen to 253,343,253,066 yen for video, 140,766,240,425 yen to 155,208,397,503 yen for publishing, 23,635,915,026 yen to 35,921,927,024 yen for music. As for the game, based on the results of the interviews, we set the price at 0 yen, as there was little damage to the game.

CODA will continue to implement effective countermeasures against copyright infringement overseas and work to create an environment for distributing legitimate versions.

This study was conducted as part of a project commissioned by the Ministry of Economy, Trade and Industry.

※１: Music: satellite and radio broadcasting, live performances, downloads, streaming, CDs, ad spending, etc.
Video: DVDs, paid broadcasting, subscription fees, cinema admission, OTT, VR video, ad spending, etc.
Publishing: books, magazines, newspapers (including e-books), ad spending, etc.
Games: social games, console games, PC games, e-sports, VR apps, VR games, ad spending, etc.

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