Assessing audience’s willingness to curb digital piracy: A gender perspective

Abstract

Rising incidences of piracy in the entertainment/creative industry in Nigeria are increasing concerns about the sustainability of the industry and the livelihood of content creators. The United Nations’ Sustainable Development Goal 1 (SDG 1) aims to end poverty at all levels and in all places by the year 2030, but this goal faces a challenge if personal and corporate investments of moviemakers are lost to piracy. Studies have shown that profit-seeking pirates are not the only ones who do damage to the industry, but end-users also share unauthorised digital contents. The purpose of this research is to investigate the connection between gender and willingness of the audience, who in this case are undergraduate students of a government-owned university in Lagos, to see piracy curbed. Multistage sampling was used to cluster the population into faculties and departments. A sample of 199 was selected purposively based on the respondents’ knowledge of digital piracy, and a 20-item questionnaire was used for data gathering. Using t-test to analyse the data, the result shows that there was no significant difference between the views of female and male respondents. Cohen’s d analysis also indicates that there is a negligible effect size. While respondents participated in digital file-sharing, they did not consider their stoppage of the habit relevant to curbing piracy in Nigeria. Hence, the study recommends proper enlightenment of end-users to understand their significant role in digital piracy.

Keywords

• audience willingness
• digital
• internet
• piracy
• poverty