piracy_future_record
	Female	Male
	extremely probable	21	28
	probable	17	35
	neutral	10	28
	slightly improbable	9	30
	improbable	7	16

Figure 18. Future piracy and gender

We were also interested in whether there are differences in the preferences of the most popular streaming services among Russian cities. People from Saint-Petersburg give the same preference to both the Amediateka (24) and Netflix (25). And the respondents from Moscow gave more votes in favour of the Amediateka (10), so it was not possible to confirm the opinion that people from large cities prefer foreign services more than domestic ones.

	St. Petersburg	Moscow
Amediateka		24	10
IVI		9	2
Netflix		25	1

Figure 19. Streaming brand and city

According to the data obtained, men more often chose the most famous streaming services (Amediateka 21, IVI 7, Netflix 25).

	gender
	Male	Female
	Amediateka	15	21
	IVI	6	7
	Netflix	6	25

Figure 20. Streaming brand and gender

The result of comparing the amount of time spent on the Internet did not confirm the hypothesis that the greater amount of time spent online reduces a person's chances of intending to pirate. Most respondents from both groups spend approximately equal time on the Internet (33 and 31). Moreover, respondents who are engaged in piracy (24 20,34%) spend a bit more often than 10 hours in Internet than those who have a subscription to the service (16 19, 28%).

time	streaming_use
	use digital piracy	use streaming service
	Other	2	1
	I use the Internet every day, less than an hour	1	0
	Every day, more than an hour	21	8
	Every day, more than 3 hours	33	24
	Every day, more than 5 hours	33	31
	Every day, more than 10 hours	24	16
	I am always online (24 hours a day)	5	2

Figure 21. Time and streaming use

Comparing the frequency of watching series in both groups, we found that the most common frequency in both groups is a couple of times a week and a couple of times a month. At the same time, there is a rapid difference between the fact that the consumers of the subscription often watch series in one day (14 16,87%) or once a week (15 18,07%), while respondents choosing pirated content are more likely to watch series semiannually (27 22,88%). This conclusion helps to make the statement that the more often a consumer watches a series, the higher the likelihood that he will purchase a subscription.

	streaming_use
	use digital piracy	use streaming service
frequency	Other	3	2
	Everyday	9	11
	In one day	17	14
	A couple of times a week	32	23
	Once a week	13	15
	A couple of times a month	18	13
	Semiannually	27	4

Figure 22. Frequency and streaming use

Comparing the financial situation of people with their choices, we obtained a result that we did not expect. The higher the family income, the more people chose pirated content. So, from 118 people using illegal services 69 respondents (58,47%) are generally well-off, and 25 (21, 19%) are wealthy, they can easily afford to buy a car or expensive vacation. Whereas, from 83 respondents who have a paid subscription, only 46 (55,42%) are generally well-off, and 12 (14, 46%) are wealthy.

Comparing across large cities, it can be found that 13 (48,15%) respondents from Moscow are more prone to streaming services than 60 (39,47%) respondents from St. Petersburg regarding the number of respondents from each city.

Comparing the level of education with the commitment to paid subscriptions, we found that with an increase in the level of education, people are becoming more likely to subscribe to streaming services. So, going over the border "higher education" 30.12% of the people subscribed becomes larger in the percentage ratio, while 22.88% is not signed. The only person with a degree also has a subscription to the streaming service.

	streaming_use
	use digital piracy	use streaming service
education	lower secondary	2	1
	secondary education	4	2
	specialized secondary education	4	1
	partially completed higher education	51	45
	higher education	60	30
	scientific degree	0	1
financial_situation	We live extremely economically, there is enough money for daily expenses, but buying clothes is already difficult	2	4
	There is enough money for food and clothing, but the purchase of large household appliances without recourse to the loan is problematic	13	16
	We are generally well-off, but we cannot afford expensive purchases (travel, car, etc.) without recourse to a loan or to pre-accumulate the required amount	69	46
	We are wealthy, we can easily afford to buy a car or expensive vacation	25	12
	I find it difficult to answer	10	4
city	St. Petersburg	92	60
	Moscow	14	13

Figure 23. Education, financial situation, city and streaming use

Comparing the response of the respondents and their level of education, it can conclude that there is no strong difference. Most of all respondents with a level of education from lower secondary to a scientific degree, except secondary education, agree that the future in the field of entertainment content is very dependent on streaming services.

	lower secondary	secondary education	specialized secondary education	partially completed higher education	higher education	scientific degree
reaction	strongly disagree	1	0	1	3	2	0
	disagree	0	0	0	2	5	0
	slightly disagree	1	1	0	5	7	0
	neutral	1	2	1	14	1	0
	slightly agree	0	0	0	24	1	1
	agree	1	1	3	32	2	0
	strongly agree	0	2	0	16	1	0

Figure 24. Education and reaction

Based on the analysis of the relationship between the choice of streaming service and the type of employment of a person, we obtained that pupils prefer content quality, the choice of content. Among students the most popular were the choice of content, content quality, the lack of advertising. Employees choose service cost, the choice of content. People who are opening their business prefer service cost, lack of advertising, content quality.

Evaluating the respondents' opinion that streaming services pay artists and everyone involved in the process a sufficient amount of fees for their work, the majority expressed themselves neutral.

Respondents who have enough money for food and clothing and who are wealthy are slightly agree with it. Also, people who are generally well-off and opposite live extremely economically "agree". Therefore, we can assume that it depends more on a person's character than on income.

		activity
	Pupil	Student	I open my own business	Owner (or co-owner) of own business	Employee	I do not work
Service cost		0	15	2	3	13	0
Payment system		0	3	0	0	2	0
High speed of appearance of new content		0	15	0	0	3	1
Lack of advertising		0	19	2	2	9	1
Content quality		1	21	2	2	8	1
Choice of content		1	26	1	1	10	0
Recommendation system		0	6	0	0	6	0
Ability to watch TV channels		0	0	0	0	1	0

Figure 25. Choice and activity

	financial_situation
	We live extremely economically, there is enough money for daily expenses, but buying clothes is already difficult	There is enough money for food and clothing, but the purchase of large household appliances without recourse to the loan is problematic	We are generally well-off, but we cannot afford expensive purchases (travel, car, etc.) without recourse to a loan or to pre-accumulate the required amount	We are wealthy, we can easily afford to buy a car or expensive vacation	I find it difficult to answer
Royalty	strongly disagree	0	0	4	1	1
	disagree	0	2	8	1	1
	slightly disagree	0	3	4	3	0
	neutral	4	9	39	11	7
	slightly agree	0	9	21	10	1
	agree	2	1	33	6	3
	strongly agree	0	5	6	5	1

Figure 26. Royalty and financial situation

The main conclusions from the analysis are that the possible choice of respondents using digital piracy in favour of streaming services is influenced by such factors as: lack of advertising, image and sound quality, and exclusive content. Those who already have a subscription are attracted to: image quality, lack of advertising and exclusive content.

As a result of the comparison, we also found out that the adherents of pirated content are more diverse activities on the network than those who have a subscription. Therefore, we can assume that the less a person focuses on any one hobby, the more he tends to pirate. It was found that the more often a consumer watches series, the higher the likelihood that he will purchase a subscription. And people who subscribe to at least one streaming service are less inclined to download series illegally.

The choice of a particular streaming service is most influenced by such factors as: choice of content (availability of new products, archive of series), quality of content, lack of advertising, cost of service. Among major cities of Russia respondents from St. Petersburg and Moscow more often chosen the choice of content, quality of content and lack of advertising. In this case, women are more interested in the choice of content, the lack of advertising. And the male representatives are more concerned about the cost of services.

It was also found that men in the future are more prone to piracy than women. Comparing the results, we got that the higher the family income, the more they choose pirated content. But at the same time the higher the level of education of people, the more often they subscribe to streaming services.

For our study, our survey consists of several socio-cognitive models. Testing the theory of TPB in particular regarding the attitude to digital piracy.

We also compared how the intention to future piracy changes from the presence or absence of a subscription on the streaming service. So, those who have it have "slightly improbable" (22) to pirate in future. And those who are pirate at the current time, intend to do it "probable" (37) in the future. Among respondents engaged in piracy in percentage terms, more answered (57, 63%) that it would be probable to continue to do this when among those who have a subscription only 39,76% answered that way. At the same time, these respondents are about equally likely to believe that they will (39,76%) or will not (38,55%) do it in the future.

Additionally, respondents with actual subscription more agree (31) to use a streaming service for watching series than to download or watch series illegally via Internet or a file sharing network, but the majority of respondents who use pirated content chose neutral (43) answer, but also 25 people agree to use also a streaming service like those who already have it. So, 69.88% of respondents with the subscription agree, and those who are engaged in piracy only 38, 14%.

Also, we have almost similar results between two groups of respondents. The most of them (21 and 14 respondents) agree that digital piracy is a problem in Russia, except those who are neutral to this (41 and 29 respondents). As a percentage, it can be also noticed a positive response rate (35,59% and 42, 17%).

36 people who pirate digital content and 29 people who have a subscription to streaming services agree that streaming services are the future because they avoid illegality, but give access to unlimited viewing of series and offer some rewards for their producers. Such results either indicate a limitation of our research, when people want to look better in society, or the respondents really understand the seriousness of this issue. The majority of respondents from both groups (63,56% and 75,9%) had a positive answer to the question about the importance of the existence of streaming services.

The majority of received neutral responses to the question of sufficient royalty payments to artists from both groups. But, illegal loaders more agree with such opinion, than subscribers, who only slightly agree with it. Both groups agree that the streaming services pay a sufficient amount of money to artists, however, those who use pirated services have a higher percentage of consent (52, 54%) than the second group (49,4%). This may indicate that the first group of respondents believes that streaming services pay artists so much and they don't want to sponsor them.

	streaming_use
	use digital piracy	use streaming service
piracy_future	extremely probable	31	18
	probable	37	15
	neutral	21	17
	slightly improbable	17	22
	improbable	13	10
streaming_series	strongly disagree	9	1
	disagree	9	6
	slightly disagree	13	6
	neutral	43	11
	slightly agree	15	14
	agree	25	31
	strongly agree	5	13
problem	strongly disagree	8	3
	disagree	15	10
	slightly disagree	13	5
	neutral	41	29
	slightly agree	17	11
	agree	21	14
	strongly agree	4	10
reaction	strongly disagree	4	2
	disagree	5	2
	slightly disagree	6	8
	neutral	29	7
	slightly agree	25	15
	agree	36	29
	strongly agree	14	19
royalty	strongly disagree	6	0
	disagree	4	8
	slightly disagree	5	5
	neutral	42	28
	slightly agree	21	20
	agree	29	16
	strongly agree	12	5

Figure 27. Future piracy, streaming series, problem, reaction, royalty and streaming use

We can also see the results of answers on issues related to subjective norms. According to the results, not many were influenced by their relatives and friends in choosing a means of watching series. The majority of people who use pirated content (further "respondents 1") strongly disagree (40) or disagree (35) with the fact, that they can be manipulated to their choice by relatives. Also, people who have the experience in the field of streaming services (further " respondents 2") disagree (27) with it. But, among respondents 2 there are 16 individuals who slightly agree, that their friends indirectly influenced on them. In the aggregate, the respondents of the group with subscriptions to services experienced relatively more influence (31,33%) of the society than those who use prefers pirated content.

	streaming_use
	use digital piracy	use streaming service
herd_effect	strongly disagree	40	12
	disagree	35	27
	slightly disagree	8	5
	neutral	25	12
	slightly agree	6	16
	agree	5	9
	strongly agree	0	1

Figure 28. Herd effect and streaming use

Perceived behavioural control. Both group of respondents more whether agree (49 and 30) that the engaging in piracy over the internet is easy, or even strongly agree (30 and 20) with its statement. Indeed, 77% of group 1 is easy to use pirated content. But it is also easy for 76% of group 2.

	streaming_use
	use digital piracy	use streaming service
easiness	strongly disagree	1	1
	disagree	3	4
	slightly disagree	8	7
	neutral	16	7
	slightly agree	12	13
	agree	49	30
	strongly agree	30	20

Figure 29. Easiness and streaming use

Based on the possible answers that received a greater number of responses, we can conclude that as respondents 1 did not met any boundaries in order to use pirated content, as also respondents 2 had no difficulties with it, because they answered "agree" (40 and 20). But, analysing the percentage of all answers containing positive and negative answers, it can be seen that respondents in group 2 meet (44.5%) or do not meet (44.5%) restrictions equally. Whereas 63% of group 1 more agrees that it does not meet them.

	streaming_use
	use digital piracy	use streaming service
lack_of_boundaries	strongly disagree	1	5
	disagree	14	18
	slightly disagree	14	14
	neutral	16	7
	slightly agree	18	5
	agree	40	20
	strongly agree	16	13

Figure 30. Lack of boundaries and streaming use

Ethics Theory. Moral obligation. 40 respondents 1 and 29 respondents 2 agree that they did not feel guilty if they engaged in piracy over the internet for watching series. In the same time 33 respondents 1 and 18 respondents 2 strongly agree. However, considering the percentage of all answers containing positive and negative answers, we can see that respondents in group 2 by 22.9% do not agree that they do not feel guilty, while respondents in group 1 are only 9%. However, 76% of respondents 1 already feel innocent, and only 65% from the second group.

Not considering that the majority of respondents in both groups were neutral. 32 respondents 1 said that their attitude towards pirated watching series through the internet is favourable and 25 respondents 2 said that their attitude is slightly favourable. In total, 87% of respondents 1 and 54,2% of respondents 2 have favourable attitude.

	streaming_use
	use digital piracy	use streaming service
guilt	strongly disagree	5	4
	disagree	2	8
	slightly disagree	4	7
	neutral	18	9
	slightly agree	17	7
	agree	40	29
	strongly agree	33	18
attitude	disagree	0	4
	neutral	46	33
	slightly agree	30	25
	agree	32	11
	strongly agree	11	9

Figure 31. Guilt, attitude and streaming use

Perceived benefits. The most of respondents from two groups were absolutely agree (52 and 25) that in the situation when they are able to illegally watch series for free on the internet they are reluctant to then purchase the subscription for watching series legitimately. And also, we can see this trend in percent, when 83,05% respondents 1 and 60, 24% of respondents 2 agree with this statement, with the advantage of the group 1.

53 respondents 1 and 29 respondents 2 agree that if they are able to legally watch series for free on the internet they are reluctant to then purchase the subscription for watching series legitimately. Also, we can see that 74,7% who have a paid subscription and more 83,9% of respondents who use pirated content agree that there is no sense to watch series again, but for money.

	streaming_use
	use digital piracy	use streaming service
illegally	strongly disagree	1	2
	disagree	5	12
	slightly disagree	4	12
	neutral	11	6
	slightly agree	13	12
	agree	52	25
	strongly agree	33	13
legally	strongly disagree	0	1
	disagree	1	1
	slightly disagree	3	13
	neutral	16	5
	slightly agree	7	8
	agree	53	29
	strongly agree	39	25
purchase	strongly disagree	3	7
	disagree	10	16
	slightly disagree	3	2
	neutral	15	4
	slightly agree	16	14
	agree	35	23
	strongly agree	37	16

Figure 32. Illegally, legally, purchase and streaming use

Answering on this question the majority of people from 1 group (37) strongly agree and respondents from 2 group (23) only agree that they could not afford to purchase all the subscriptions to streaming services whose series they would want to watch. It is proved also by percentage ratio, where 74,58 % of group 1 and 63,8% of group 2 believe that there isn't enough money for all desires.

Answering on this question the majority of people from 1 group (37) strongly agree and respondents from 2 group (23) only agree that they could not afford to purchase all the subscriptions to streaming services whose series they would want to watch. It is proved also by percentage ratio, where 74,58 % of group 1 and 63,8% of group 2 believe that there isn't enough money for all desires.

Among the most popular reasons, which influence the choice in favour of pirated content to view the series there are some leaders for both group: the ability to save money (90 respondents 1 and 59 respondents 2), the possibility to familiarize with the content of the series in order to understand the further interest in it (40 respondents 1 and 22 respondents 2). Then, respondents 1 (36) chose "unwillingness to pay for intangible things that exist only in the network", when for group 2 this fact were chosen only by 12 people. Then, the ability to watch a large number of series that are available only on different streaming services (26 respondents 1 and 21 respondents 2) and the opportunity of watching only one favourite series from the producer (26 respondents 1 and 18 respondents 2). Moreover, for group 1 (19) the fear to appear "divorced for money" among their social environment is more important than for respondents 2 (only 5). The most unpopular option for both groups (7 and 2) was the refusal to pay for the work of producers of serials / films, as they are already very rich. There is the dramatic difference between their next choice: clients of streaming services are pushed to piracy the desire to watch a large number of series that are available only on different streaming services, when the respondents who prefer always pirated content are not willing to pay for intangible things that exist only in the network.

	streaming_use
	use digital piracy	use streaming service
Ability to save money		90	59
Familiarize yourself with the content of the series in order to understand its further interest in it		40	22
View only one favourite series from the producer		26	18
View a large number of series that are available only on different streaming services		26	21
Fear to appear "divorced for money" among their social environment if the same can be seen for free		19	4
Unwillingness to pay for intangible things that exist only in the network		36	12
Refusal to pay for the work of producers of serials / films, as they are already very rich		7	2

Figure 33. Fact and streaming use

	streaming_use
	use streaming service
The risk of computer viruses		17
Slow loading time		12
Loss of part of the income of product creators		14
Poor audio quality of downloadable content		12
Risk of prosecution		10
Likely legislation of the Russian Federation entails serious consequences regarding the illegal use of copyright of digital content		7
None of the above		24

Figure 34. Defect and streaming use

Among factors which influence decision to use a paid subscription to streaming services respondents chose: firstly, the risk of computer viruses17; secondly, the loss of income's part of product creators 14; thirdly, slow loading time and poor audio quality of downloadable content 12; fourthly, risk of prosecution 10 and the most unpopular the likely legislation of the Russian Federation, which entails serious consequences regarding the illegal use of copyright of digital content 7.

Deterrence Theory. Fear of legal consequences. According to the result of the analysis, it is obvious that both the first (41) and second (25) groups do not agree that there is a chance that they will face legal repercussions if they illegally download or watch series from the internet. It is supported by percent coefficient, where 58,47% of respondents who use pirated content and 57,83% of people who have the experience of using streaming service.

	streaming_use
	use digital piracy	use streaming service
law	strongly disagree	13	15
	disagree	41	25
	slightly disagree	15	8
	neutral	20	12
	slightly agree	24	14
	agree	6	8

Figure 35. Law and streaming use

According to the results, men are more prone to digital piracy. This is confirmed by the percentage ratio in which men in the field of piracy is 60.94%, and women are slightly less than 58, 39%. Among those who use paid subscriptions, there are more women (41, 61%) than men (39.06%).

	streaming_use
	use digital piracy	use streaming service
gender	Male	39	25
	Female	80	57

Figure 36. Gender and streaming use

Both genders do not agree (1929,69% and 7434,31%) that there is a chance that they will face legal repercussions if they illegally download or watch series from the internet. Comparing in the percentage of those among those who disagree men more (68,75%), as women to a lesser extent do not agree with this (53%). On the other hand, regarding the level of consent, women (28%) were more in favour of possible punishment for piracy than men (21,88%). So, we can support the hypotheses about that females feel more fear of punishment for using pirated digital content.

	gender
	Male	Female
law	strongly disagree	16	12
	disagree	19	47
	slightly disagree	9	14
	neutral	6	26
	slightly agree	11	27
	agree	3	11

Figure 37. Gender and law

Comparing the involvement of people in digital piracy and their choice among the activities on the Internet, we can calculate the following descriptive results. For those who have never engaged in illegal activities, social networks (48), searching for information (37), watching movies (28), series (27) and then listening to music (22) are the most demanded in descending order. For those who have been engaged in piracy at least once: social networks (139), searching for information (94), listening to music (88), watching series (87) and movies (85). Seeing the difference among the most common activities, it is clear that for those who are not engaged in piracy, watching series is often a favourite activity for which the consumer is more likely to purchase a paid subscription.

	involvement
	Yes	No
Social networks		48	139
Search of information		37	94
Reading of forums		6	21
Reading of e-books		3	27
Listening to music		22	88
Watching films		28	85
Watching series		27	87
Games		3	18

Figure 38. Int and involvement

We conducted factorization of variables, reducing the dimension using factor analysis. We use varimax rotation - the most common method of rotation, in which the factors remain independent or orthogonal to each other, so that the test scores on one factor are not correlated with the scores on other factors.

We applied KMO and Bartlett's test of sphericity. A measure of the sample adequacy of the Kaiser-Meier-Olkin (KMO) used to test the hypothesis that partial correlations between variables are small. Bartlett's sphericity criterion tests the hypothesis that the correlation matrix is a unit matrix. If the hypothesis is correct, the factor model is unsuitable. Maximum iterations for convergence - 50. We did not display the coefficients with a low value and the absolute value is less than 0.40. The test is significant, it proves that the data is suitable for factor analysis, where significance = 1 and KMO is close to 1.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.	,734
Bartlett's Test of Sphericity	Approx. Chi-Square	1055,307
	df	136
	Sig.	,000

Figure 39.KMO and Bartlett's Test

The graph clearly shows the number of factors, it can be identified 6 main factors.

Figure 40. Scree plot

This matrix shows how variables fit into certain joint factors. Factor loads are standardized weights for each variable. They range from -1 to 1. The higher the modulo value of the factor load of this variable for the interpreted factor, the more this variable is related to the found factor.

After combining the variables, the following factors were obtained:

a) external_pushing_incentives (influence, control, amount);

b) propensity_for_radial_behavior (easiness, the lack of boundaries, guilt);

c) pragmatic_driving_force (streaming series, problem, reaction);

d) power_of_habit (illegally, legally);

e) denial_of_punishment_for_voluntary_piracy_for_thrift (piracy future, attitude, purchase, law);

f) perception_of_public_approval (piracy future, royalty, herd effect).

	Component
	1	2	3	4	5	6
piracy_future					-,439	,468
streaming_series			,676
problem			,748
reaction			,823
royalty						,629
herd_effect						,746
easiness		,739
lack_of_boundaries		,793
guilt		,612
attitude					,614
illegally				,815
legally				,884
purchase					,677
law					-,546
influence	,889
control	,867
amount	,886

Figure 41. Rotated Component Matrix

Component	Rotation Sums of Squared Loadings
	Total	% of Variance	Cumulative %
1	2,619	15,407	15,407
2	2,206	12,975	28,382
3	2,075	12,208	40,590
4	1,681	9,889	50,479
5	1,471	8,655	59,134
6	1,267	7,450	66,585

Figure 42. Total Variance Explained

The variance column gives the ratio, expressed as a percentage, of the variance accounted for each component to the total variance in all variables. They explain almost 67% of the variability in the original 17 variables, so we can significantly reduce the complexity of the dataset using these components, with only 33% loss of information.

Factor analysis was used to show the observed parameters in the form of linear combinations of factors. It was conducted by splitting the parameters into groups in such a way that it is possible to describe the relationship between the parameters. It lowered the dimension.

And it allowed us to group our variables that are highly correlated with each other into factors. The preservation of new variables after factor analysis transformed them into metric ones and after this we were able to continue using ANOVA single-factor analysis of variance.

The reliability analysis showed that the data fit into one scale and found that everything is in order for further factor analysis.

The ANOVA univariate variance analysis was performed with all available independent variables that consisted of two or more categorical independent groups. Dependent variables are the data obtained by factor analysis:

a) external_pushing_incentives

A category of people who are currently using pirated content has been identified. But their choice in the direction of paid subscription to the streaming service can be very strongly influenced by external forces, such as the strengthening of state control, the rapid signing of streaming services to the social environment of the person or the change in the cost of payment for the period. In this case, the consumer is ready to reconsider their views.

b) propensity_for_radial_behavior

This factor describes the majority of respondents. They do not feel guilty for the distribution/use of pirated content, less encounter various restrictions or difficulties in finding series posted on the network illegally. Also, this category of consumers believes that it is quite easy to use pirated content. It can be assumed that this category of people will stop using illegal content only if it disappears from the space of the Russian Internet.

c) pragmatic_driving_force

Were identified matching factor among the respondents. We can assume that we were able to identify quite pragmatic consumers. These are people who prefer at the moment and in the future the use of paid subscriptions to streaming services frankly believe that the widespread piracy of digital content surrounding Russia, including serials, is a problem, as it poses a serious threat to the intellectual rights of producers and their income as well. Moreover, they believe that streaming services are the future in the entertainment industry, as services carry several functions: unlimited access to entertainment for the consumer and a fair income for producers.

d) power_of_habit

We also found the following General fact in most people. If customers have the opportunity or have already read the content of the series, almost any manipulation of the lure will be useless. This applies both to those who tried the free period on the streaming service, and those who watched the series on an illegal source.

e) denial_of_punishment_for_voluntary_piracy_for_thrift

People who are going to be engaged in piracy in the sphere of series have also favorable relation to viewing of series illegally through the Internet, thus they have a lack of money to get subscriptions on all streaming services which series are interesting to them. At the same time, they deny the possible punishment for this, and are not ready to give up the benefits, especially the savings that digital piracy gives them

f) perception_of_public_approval

This factor allows us to identify a group of consumers who are either very dependent on the opinions of others, or are very responsible to society, seeking justice. They are less likely to engage in piracy or use products from illegal sources. Their choice is influenced by their friends or relatives. Moreover, they agree that most of the money paid to streaming services will be redirected to series producers.

In this example group forming is streaming use. The level of significance for the measure pragmatic driving force equal to 0.074, which is higher than 0.05, and it means insignificant difference, so the comparison between the groups is inappropriate.

Figure 43. Pragmatic driving force

In this example, the independent variable is streaming use. The level of significance of perception of public approval is at 0.151, which means that regardless of whether the respondents were engaged in piracy via the Internet, the comparison between them could not be done, because the level of significance is higher than 0,05.

Figure 44. Perception of public approval

In this example, the independent variable is streaming use. The significance level of propensity for radical behaviour is at 0.309, which is higher than 0,05 means that regardless of whether the respondents were engaged in piracy via the Internet, the difference between groups is insignificant.



Figure 45. The propensity for radical behaviour

In this example, the independent variable is streaming use. The significance level of power of habit is at the level of 0,239, which means that regardless of whether the respondents were engaged in piracy via the Internet, these difference between them insignificant.

Figure 46. Power of habit

In this example, the group-forming is the distribution of the probability for people to face legal consequences. The least significant for the respondents was propensity for radical behaviour, the level of significance is very close to 0. The difference is significant, it turns out that on average the respondents have a statistically different attitude to radical behaviour.

Figure 47. The propensity for radical behaviour

Based on the graphical image, it can be seen that for respondents who strongly disagree that they may face legal consequences, the propensity for radical behaviour is much higher compared to those who agree that they may face the problem of the law.

Figure 48. The propensity for radical behaviour graph

In this example, the independent variable is gender. The level of significance of denial of punishment for voluntary pirate for thrift is at 0.377, which means that the difference between male and female is insignificant.

Figure 49. The denial of punishment for voluntary piracy for thrift

In this example, the independent variable - groups (categories) is gender, we can see that the difference for groups based on the pragmatic driven force is significant parameter.

Figure 50. Pragmatic driving force

Guided by the graphic image of the dependence of the average value of the pragmatic driving force and gender shows that for men this figure does not matter at all. Women prefer to use paid subscriptions on streaming services more at the moment and in the future.

Figure 51. Pragmatic driving force graph

In this example, the independent variable is financial situation. Regardless of the level of financial situation, difference between the respondents according this parameter is significant.

Figure 52. Propensity for radical behaviour

Guided by the graphic image, we can see that respondents who found it difficult to answer this question, there is no tendency to radical behaviour. Moreover, we can see that this figure is higher than that of wealthy people and means that this group is prone to the use of pirated content.

Figure 53. Propensity for radical behaviour graph

In this example, the independent variable is education. The significance of denial of punishment for voluntary pirate between groups equal 0,036, which is less than 0,05.

Guided by the graphic image we can see that the respondents with secondary education significance of denial of punishment for voluntary pirate for thrift is low and completely insignificant for them.



Figure 54. The denial of punishment for voluntary piracy for thrift

Figure 55. The denial of punishment for voluntary piracy for thrift graph

In this example, the group is the distribution of time that people spend on the Internet. There is a statistical difference between the groups according to the propensity for radical behaviour, the level of significance is less than 0.05 and equal to 0.026.

Figure 56. Propensity for radical behaviour

Based on the graphical image, you can see that for respondents who go online every day, less than an hour, the propensity for radical behaviour is at a very low value and does not make sense to them. People who spend most of their time online on social media are more likely to engage in radical behaviour towards pirated content.

Figure 57. Propensity for radical behaviour graph

Summarizing the results obtained from the three stages of statistical analysis, we can test the hypotheses put forward.

H1. Consumer's attitude towards digital piracy was positively related to consumer's intention to pirate digital products is insignificant. The level of significance for the indicator pragmatic driven force is equal to 0.074, very close to the border of 0.05 and almost insignificant for the respondents. However, on the basis of a graphical image, it can be seen that for respondents who do not use streaming services, pragmatic driven force is lower than those who use subscriptions. This means that people's negative personal attitudes toward piracy can reduce the likelihood of a pirate act.

H2. Subjective norms (herd effects) towards digital piracy is positively related to consumer's intention to pirate digital products is insignificant. This conclusion is also confirmed in study of Phau and Liang [2012]. The significance level is at the level of 0.151, which suggests that regardless of whether respondents were engaged in piracy via the Internet, the indicator of dependence on the social environment is insignificant for them. But we determined the inverse result that for respondents who use streaming services, this indicator is higher compared to those who do not use. Such a result is proved by comparison using custom tables.

H3. Perceived behavioural control is negatively related to consumer's intention to pirate digital products is insignificant. This conclusion is also confirmed in studies of Phau and Liang [2012]. The significance level is at the level of 0.309. This suggests that regardless of whether respondents were engaged in piracy over the Internet, the indicators are insignificant for both groups of respondents.

H4. Moral obligation is negatively related to consumer's intention to pirate digital products is supported. The significance level is at the level of 0.309. This suggests that regardless of whether respondents were engaged in piracy over the Internet, the indicators are insignificant for both groups of respondents.

H5. Perceived benefits are positively related to consumer's intention to pirate digital products is insignificant. The level of significance of power of habit is at the level of 0.239, which indicates that, regardless of whether respondents were engaged in piracy or not, these indicators are insignificant for them. For respondents who use streaming services, the power of habit indicator is lower compared to those who use it.

H6. Fear of legal consequences (the possibility of punishment) is negatively related to consumer's intention to pirate digital products is supported. For respondents, propensity for radical behaviour turned out to be significant. On the basis of a graphical image, you can see that respondents who strongly disagree that they may face legal consequences of intending to engage in piracy in the future, compared to those who agree that they may face the problem of the law.

H7. Females feel more fear of punishment for using pirated digital content is insignificant. The level of significance denial of punishment for voluntary piracy for thrift is at the level of 0.377, which means that, regardless of gender, these indicators are insignificant for them. Using the graphic image, we can see that for men, the level of significance of the index of denial of punishment for voluntary piracy for thrift is higher compared to women.

H8. Males are more to the intent to use pirated content than women is supported. Among the variables by gender of the respondents, it can be noted that pragmatic driven force is a significant parameter for them. Guided by the graphic representation of the dependence of the average value of pragmatic driven force and gender, it shows that women, more than men, prefer to use paid subscriptions on streaming services at the moment and in the future. Based on the interpretation of custom tables, we got that most men intend to engage in piracy in the future "extremely probable" (21 32,81%), or "probable" (17 26,56%), when women were more likely to answer "probable" (35 25,55%), or even "slightly Improbable" (30 21,39%).

H9. People with higher incomes are less susceptible to using pirated content is rejected. The propensity for radical behaviour is significant. We can see that this indicator is the highest among wealthy people and it means that this group is inclined to use pirated content. Also, according to the interpretation of custom tables, we also got that the higher the family income, the more people chose pirated content. So, from 118 people using illegal services 69 respondents (58,47%) are generally well-off, and 25 (21, 19%) are wealthy, they can easily afford to buy a car or expensive vacation.

H10. People with a higher degree of education are less inclined to use pirated content is supported. The index denial of punishment for voluntary piracy for thrift is significant. According to custom tables, we see that going over the border "higher education" 30.12% of the people subscribed becomes larger in the percentage ratio. Also, the respondent with a scientific degree is also subscribed to the streaming service.

H11. People who spend most of their time on the Internet on social networks are more prone to online piracy is supported. In this example, group-forming is the distribution of the time that people spend on the Internet. The significance level is less than 0.05 and is equal to 0.026. People who spend most of their time on the Internet on social networks are more prone to radical behaviour with regard to pirated content. The same conclusion is obtained from the interpretation of custom tables, where comparing the preferred ways to spend time on the Internet, the survey showed that consumers of pirated content (112- 94,92%) most often use social networks than subscribers of streaming services.

H12. The more people tend to spend time on the Internet, the less they are prone to digital piracy is rejected. The significance level is less than 0.05 and is equal to 0.026. On the basis of a graphic image, you can see that for respondents who access the Internet every day, for less than an hour, the propensity for radical behaviour indicator is at a very low value. Moreover, based on custom tables, the result of comparing the amount of time spent on the Internet did not confirm the hypothesis that the greater amount of time spent online reduces a person's chances of intending to pirate. Most respondents from both groups spend approximately equal time on the Internet (33 and 31). Moreover, respondents who are engaged in piracy (24 20,34%) spend a bit more often than 10 hours in Internet than those who have a subscription to the service (16 19, 28%).

Conclusion

The popularity and use of streaming services for watching series that are growing rapidly nowadays is rapidly increasing. Recognizing the importance of this issue, it should be noted that there are practically no empirical data on the causal relationship between the characteristics of streaming services and consumer choice of the audience in their favour, or vice versa in favour of digital pirated content. Understanding how these individual services can influence alternative channels of series' consumption is crucial for understanding the impact on the production and release of this industry.

The results of the study will answer the main question "What factors influence the consumer's decision to choose a paid subscription to the streaming service to watch a series?"

As a result of the analysis, we were able to confirm some hypotheses.

H6. Fear of legal consequences (the possibility of punishment) is negatively related to consumer's intention to pirate digital products.

H8. Males are more to the intent to use pirated content than women.

H10. People with a higher degree of education are less inclined to use pirated content.

H11. People who spend most of their time on the Internet on social networks are more prone to online piracy

And we reject:

H9. People with higher incomes are less susceptible to using pirated content is rejected.

H12. The more people tend to spend time on the Internet, the less they are prone to digital piracy.

The following hypotheses in our study are insignificant:

H1. Consumer's attitude towards digital piracy was positively related to consumer's intention to pirate digital products.

H2. Subjective norms (herd effects) towards digital piracy is positively related to consumer's intention to pirate digital products.

H3. Perceived behavioural control is negatively related to consumer's intention to pirate digital products.

H4. Moral obligation is negatively related to consumer's intention to pirate digital products.

H5. Perceived benefits are positively related to consumer's intention to pirate digital products.

H7. Females feel more fear of punishment for using pirated digital content.

Thus, our study confirms that the fear of legal consequences can be crucial when choosing to subscribe to the streaming service. Also based on the results based on socially-demographic variables, we found that both women and people with a higher level of education are more likely to use paid subscriptions to streaming services. The more the user uses the Internet and the more he or she is committed to social networks, the more he or she is inclined to pirate digital content, which is also illegally distributed through social networks.

As a result of factor analysis, we were able to identify 6 factors that reflect the most interconnected components:

a) category of people was identified whose choice in the direction of a paid subscription on the streaming service can be greatly influenced by external forces, such as increased state control, rapid signing up for the streaming services of the social environment of a person, or a change in the cost of payment for the period;

b) the category of people who do not feel guilty for distributing / using pirated content is less likely to encounter various restrictions or difficulties when searching for series. It can be assumed that this category of people will stop using illegal content only if it disappears from the Russian Internet space;

c) we can assume that we were able to identify fairly pragmatic consumers. These are people who prefer to use paid subscriptions on streaming services at the moment and in the future frankly that piracy is a problem. Moreover, they believe that the future of streaming services;

d) we also found the following general fact for most people. If customers have the opportunity or have already become familiar with the content of the series, then almost any manipulation of luring will be useless. This applies to both those who have tried the free period on the streaming service, and those who watched the show on an illegal source;

e) people who are going to engage in piracy in the field of series also have a favourable attitude to watching series illegally via the Internet, while they have a lack of funds to purchase subscriptions on all streaming services whose series they are interested in. However, they deny the possible penalty for this. The only way to change their attitude is the policy of lowering prices on the part of companies, as well as the control of illegal sources from the state;

f) this factor allows you to identify a group of consumers who are either very dependent on the opinions of others, or are looking for justice. Their choice is influenced by their friends or relatives. They mostly use paid subscriptions.

Based on the analysis, it was revealed that among the factors that may induce consumers to use the streaming service the most important were taken: lack of advertising, image and sound quality, exclusive content among those who watch series illegally. And image quality, lack of advertising and exclusive content among those who have a subscription. Therefore, streaming services need to pay close attention to these advantages, since they can play a crucial role in the choice.

Most of our respondents were young people under 23 years old. Thus, our findings coincide with the findings of the study by Russian researchers [Covadin & Fofanova, 2016] that most young people resort to pirated methods of obtaining media content.

Additionally, the following conclusions were obtained:

a) most respondents often spend time on social networks. People, who pirate, more often than respondents, who subscribe to streaming services, use social networks. Therefore, companies need to run more advertising of various types about the benefits of the service, the quality of products, the appearance of new content in social networks. Thus, there is the likelihood of some people switching to paid subscriptions;

b) it was also a fact that the less a person is concentrated on any one hobby, the more he is inclined to use illegal means to satisfy all his desires. Therefore, the more people in the future will devote their free time to series, the more there will be subscribers, as they will be more selective in their free time with their favourite hobby. This conclusion helps to make the statement that the more often a consumer watches a series, the higher the likelihood that he will purchase a subscription;

c) the choice in favour of pirated content for watching series for both groups of respondents is influenced by such factors as ability to save money and the possibility to familiarize with the content of the series in order to understand the further interest. The cost issue is the most significant for most users. However, if people better understand the benefits we have described above, they may also be prone to transition. But it depends on the amount that they have to pay for it;

d) clients of streaming services are pushed to piracy the desire to watch a large number of series that are available only on different streaming services. The only way out of this situation will be either the expansion of the product line from the streaming services or the introduction of restrictive laws from the state, which will force people to sign up for several services at once to satisfy their own desires;

e) among those who already use streaming services, the most important characteristics in descending order of importance were: the choice of content, content quality, lack of advertising, service cost, high speed of appearance of new content, recommendation system, payment system, ability to watch TV channels;

f) the richer the consumer, the more he cares about the choice of content and content quality;

g) it was proved that women are more interested in choice of content, lack of advertising than men. Male representatives gave their preference for the cost of services. In this case, the preference of both sexes in relation to the quality of the content is almost equal.

One of the main limitations of our study is that the questionnaire was mainly distributed among people aged 23 years or even younger. Such respondents make up 85% of the study. However, this does not modify the results of the study, since many previous studies have included a sample of students. A potential limitation may lie in the fact that the unit of analysis mainly refers to university students. Although most previous studies show that university students are a suitable sample for such studies, the acquisition of television series is a common behaviour for other members of society. In addition, based on a young and student sample, the study may have the predictive nature of electronic piracy of a television series in the general public.