Piracy is constantly evolving, and as it does, content security providers develop their own technologies to guide audiences back to legitimate sources. One such method of protecting content is blocking.
Blocking comes in several different forms (some of which are discussed here), and one of the most effective is Dynamic Delivery Server Blocking. Blocking access to pirated content is proven to be extremely effective at depriving pirates of an audience, many of whom will subsequently pay for legitimate access. In this article, we’ll explore its uses and examine what makes it such a powerful tool in the piracy landscape.
What is Dynamic Delivery Server Blocking?
Dynamic Delivery Server Blocking is an effective way of restricting access to pirated content, and it is proven to drive viewers to turn to legitimate alternatives. This, in turn, helps to maintain the value of licensed content and offers a huge potential for broadcasters and rights holders.
In short, it's a type of blocking that focuses on ‘back-end’ video delivery servers. It is a kind of network-level enforcement, using real-time monitoring and reporting of any infringing server IP addresses to ISPs for blackholing/null routing.
The secret to its effectiveness lies in its focus on video delivery servers rather than front-end pirate websites and domains. By targeting servers and infrastructure, access to networks that could support multiple servers fulfilling various aspects of the privacy service are blocked, from video delivery to front-end websites and Electronic Program Guides, e-commerce servers and so on. By restricting access to illicit servers in real time, piracy can be more effectively stopped, providing there is a legal order for the local jurisdiction in place.
Dynamic Delivery Server Blocking was first introduced in the UK in 2017 by Friend MTS. Since then, it has been used globally to protect a range of live and linear entertainment.
How is it implemented?
Blocking is an implementation of a blocking order that has been granted by the relevant legal authorities in a given region. A content owner, rights holder or broadcaster will work alongside legal counsel and content security experts to design, obtain, operate and maintain the blocking order. Once the order is secured, ISPs begin blocking content, preventing viewers from accessing illegal content, and blocking access to tens of thousands of pirate servers during each week of operation.
It is critical to work with experienced providers when implementing blocking to avoid overblocking - which is when content that is not illegal, hosted on the same network as illicit content, is accidentally blocked. Overblocking can cause upset and controversy, so it is crucial to be aware of which hosting providers, domains, or services should never be subject to blocking, even if partially used to facilitate piracy. Before and throughout the block, active and ongoing lists of targets should be regularly reviewed for accuracy. An experienced content security provider is critical to maintaining the highest degrees of safety and accuracy. Working with security experts also allows you access to monitoring technology that can locate instances of stolen content and deliver a list of addresses to target with blocking to ISPs every 5 minutes - stopping piracy in real-time.
How does server blocking save revenue?
Since its first use in the UK in 2017, this innovative and highly effective approach to reducing piracy consumption and driving viewers to legitimate sources of content has gone from strength to strength. Many other content owners and platform operators have now used this impactful solution to drive their revenues.
The reason that blocking can help maintain the value of the content for owners and their media partners is that it is such an effective solution. Up to 15% of viewers who are using pirate services will turn to legitimate ones if their access is blocked. This presents an opportunity to reclaim lost audiences and turn a content protection spend into a revenue stream.
Is Dynamic Delivery Server Blocking right for our content?
There are a number of blocking options available, so it's important to work with security experts to determine which type is most appropriate for your content and geography. Blocking isn’t available in every territory, but it is usually possible to apply for a blocking order even if your operating territory has not issued one in the past. Alternatively, if Dynamic Delivery Server Blocking is not available in your region, Domain blocking might be possible. Speaking to content security experts will help you determine whether blocking is right for you.
Choosing Friend MTS for Dynamic Delivery Server Blocking
Friend MTS has a team of experts who can provide all the help, advice and support you need to navigate the legal processes required for blocking orders. In fact, our blocking solutions protect the revenue of the biggest sports leagues and broadcasters in the world. Whilst there is no silver bullet for content security, there is the opportunity to make a fast, measurable, and impactful difference on the piracy your content is subjected to with Dynamic Delivery Server Blocking.
For more information, contact the Friend MTS team today.
