Introduction to BitTorrent Bundle

For Internal Presentations Only, Not For External Distribution.

Introduction to BitTorrent Bundle

BitTorrent, Inc. For Internal Presentation Purposes Only, Not For External Distribution .

Contents

Introduction

Building a BitTorrent Bundle Campaign

BitTorrent Bundle for Publishers

BitTorrent Bundle Case Studies

Appendix: BitTorrent Overview


Introduction

BitTorrent, Inc. | BitTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .

Introduction/ Bundle Overview

BitTorrent Bundle

BitTorrent Bundle is an Alpha project, made with and for the web’s creative community. It’s a new media format designed to help artists connect directly with fans, inside the content they share.

Unlike traditional digital distribution formats, each Bundle comes with a key. Fans who download an artist Bundle can sample content for free. Then, they can choose to unlock premium artist content with an email address (donation unlock coming soon). Each time the object is shared, a new value opportunity is surfaced. The idea is to make each song or film file a storefront; to make each artist file more valuable with every social interaction.

For Internal Presentation Purposes Only, Not For External Distribution .


BitTorrent, Inc. | BitTorrent Bundle

GateEnter email to unlock.

Before the gateSample content

for free.

Behind the gateAccess premium artist

content.

BitTorrent Bundle expands an artist’s reach, creating value and virality

900K - 1MM total daily campaign page impressions

60 - 90% web download conversion rate

17% average conversion on advertising across ecosystem

10-15% of fans go from Bundle to artist stores / merchandise sites

21% of fans share the Bundle on social media


For Internal Presentation Purposes Only, Not For External Distribution .BitTorrent, Inc. | BitTorrent Bundle

Source: Google Analytics, Bit.ly


Building a BitTorrent Bundle Campaign

Bespoke campaign overview

We partner with artist publishers on a case-by-case basis to build BitTorrent ecosystem campaigns; supported by targeted advertising on BitTorrent websites, and inside BitTorrent software.

In 2012, individual artist campaigns were downloaded by more than 152 million fans.

Building a BitTorrent Bundle Campaign/ Overview




Building a BitTorrent Bundle Campaign/ Sample Landing Page



Building a BitTorrent Bundle Campaign/ Sample Unlock Page



Building a BitTorrent Bundle Campaign/ Sample Share Page



Building a BitTorrent Bundle Campaign/ Web User Flow



Building a BitTorrent Bundle Campaign/ Install Path (New User) Flow



Building a BitTorrent Bundle Campaign/ Social Sharing Flow



Building a BitTorrent Bundle Campaign/ Torrent Flow


Impressions: 6 billion+ impressions across BitTorrent sites and applications6 billion monthly impressions in the BitTorrent and µtorrent client1 million daily impressions on bittorrent.com and utorrent.com

Conversion: BitTorrent users are highly engaged with artist content2 - 4 % CTR on in-app advertising35% CTR on Install Path advertising

Units: BitTorrent placements allow for not just reach, but creative flexibilityWeb: homepage of bittorrent.com & utorrent.comBitTorrent & µTorrent application: install path, featured torrent, LREC

Building a BitTorrent Bundle Campaign/ Advertising




Building a BitTorrent Bundle Campaign/ BitTorrent Advertising on the Web

ARTIST BUNDLE



Building a BitTorrent Bundle Campaign/ BitTorrent Advertising in the App

ARTIST BUNDLE

ARTIST BUNDLE



BitTorrent Bundle For Publishers


BitTorrent Bundle for Publishers/ Overview

BitTorrent Bundles for Publishers

BitTorrent Bundle for Publishers is an Alpha program designed to make direct-to-fan publishing simple.

The new platform automates content distribution: allowing creators to build shareable pages in a click, and share multiple files and multimedia content in a single download.


BitTorrent Bundle for Publishers/ Overview


6,000 participants100+ independent Bundles published



BitTorrent Bundle for Publishers/ Getting Started

Create a shareable page and download for your work. All you need is a title, background art, and the content you want to share with people.




Place content that people can download for free in front of the gate. Place premium content behind the gate.




Publish your campaign page. Then, embed and share your Bundle link with fans across the web


BitTorrent Bundle Case Studies

Background / 2012 Summary


2012 Content Partners

Counting CrowsDeath GripsClap Your Hands Say YeahAlex DayStacy Peralta / Bones BrigadePretty LightsBilly VanDJ ShadowTim FerrissKumare Chester FrenchWay Too SickNode StudiosWillis Earl Beal

In 2012, we partnered with some of the worlds most creative people, experimenting with content to imagine a new media distribution landscape.



Bundle downloads152MM

126MM

25MM

1MM

Music downloads

Film downloads

Book downloads

Conversion to artist site15%

12%

30%

21%

Conversion to artist store

Conversion to email

On direct revenue offers

Over 2MM legal, licensed pieces of content preserved via BitTorrent.

Over 85 petabytes of legal content distributed in 2012.

Source: Google Analytics, Bit.ly, Campaign Monitor




126MM

25MM

1MM

Music downloads

Film downloads

Book downloads


12%

30%

21%


Conversion to email


Over 2MM legal, licensed pieces of Internet Archive content preserved via BitTorrent.




BitTorrent can be a great competitive advantage to the most resourceful creators, and a delight to inquisitive consumers.

This flexibility allows inventive deal-making and imaginative revenue creation that is desperately needed when consumer incentive to pay for standard formats is reduced.

Engadget, November 2012

“

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126MM

25MM

1MM

Music downloads

Film downloads

Book downloads


12%

30%

21%


Conversion to email




The click-through rates from BitTorrent to Amazon were higher than anything I've ever seen through paid advertising.

Orders of magnitude higher.

Tim Ferriss, April 2013


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”BitTorrent, Inc. | BitTorrent Bundle



126MM

25MM

1MM

Music downloads

Film downloads

Book downloads


12%

30%

21%


Conversion to email




When we learned that the BitTorrent protocol is used by over 170 million users, all of whom are avid consumers of entertainment and music, and whom purchase 30 percent more of that content than average, we knew we wanted to reach out to them and engage them in our indie film. This was an opportunity to talk to a huge fanbase from the onset, and create lifetime value from film fans.Jill Calcaterra, Cinedigm, May 2013


“




126MM

25MM

1MM

Music downloads

Film downloads

Book downloads


12%

30%

21%


Conversion to email




There’s no other option available where you can take a couple of months of an artists work and put it out in a creative way. It’s activated the local promoters, there’s been a heavy lift from Twitter and Facebook that’s still resonating. We saw a jump in pre-sales, about a 30% jump on average from the time we dropped the Bundle. We saw 500% growth across the apparel site from new sign-ups and merchandise sales. In a 360 situation, I don’t know how you can ignore the power of the BitTorrent Bundle.Austin Briggs, Jet Life, August 2013

Background /2012 Summary

“




126MM

25MM

1MM

Music downloads

Film downloads

Book downloads


12%

30%

21%


Conversion to email




BitTorrent promoted 16 artists' new work to its 160 million users last year, driving 124 million legal downloads – one-third of total music downloads! – in the first six months of 2012 alone.

Fast Company’s Most Innovative Company #31Fast Company, February 2013


“


BitTorrent, Inc. | BItTorrent Bundle For Internal Presentation Purposes Only, Not For External Distribution .

Background / Building the Record Store of Everywhere

RECORD STORE RECORD STORE

How you paid for content in the 1970s



How you pay for content today, with BitTorrent Bundle

Independent retailers Super-stores Digital warehouses User-generated storefronts.

RECORD STORERECORD STORE

In 2013, we took what we learned, and built a new type of media format designed for the distributed nature of the Internet.

Vikram Gandhi / Kumaré


Using BitTorrent Bundle to gain theater distribution for the SXSW award-winning film.

Download:

Kumaré trailer10-minute film excerptBehind-the-scenes photos10 exclusive tracks

Fans who downloaded the Bundle were driven to the film’s page, where they could view showtimes and buy tickets.

3MM

18K

80KSOLD OUT

the total number of Kumaré Bundles downloaded.

the number of fan emails collected.

the number of users who checked out theater showtimes.

the film’s IFC premier in NYC sold out following the promo; the doc achieved distribution in 15 US cities.



Tim Ferriss / The 4-Hour Chef


Using BitTorrent Bundle to drive Amazon book sales for the New York Times bestselling author.

Download:

Part 1 of The 4-Hour ChefNew recipesBehind-the-scenes photos and videosDrafts, notes, and interviews

Fans who downloaded the Bundle for free were driven to the book’s Amazon page.

2MM

880K

621K

4

the total number of 4-Hour Chef Bundles downloaded.

the number of users driven from BitTorrent to the book’s Amazon page.

the number of users driven to author-owned properties (site, YouTube).

the number of best-seller lists that featured The 4-Hour Chef.

2MM

880K

621K

4Source: Google Analytics, Bit.ly, Campaign Monitor


Linkin Park / StageLight


Using BitTorrent Bundle to drive music software trials for one of rock’s leading bands.

Download:

StageLight: LINKIN PARK Edition 30-Day TrialStagelight by Open Labs Intro & Tutorials Interview with Mike Shinoda Soundslate Pro 10% Off Coupon

Fans who downloaded the Bundle for free were driven to upgrade their trial software.

2MM

880K

621K


2MM

60K

100

10X

the total number of Linkin Park X Open Labs software demos downloaded.

the percentage increase in Open Labs software Facebook reach

the number of new countries added to the software’s user base.

the increase in daily software usage since the campaign launched.


Jet Life / Red Eye Mixtape


Using BitTorrent Bundle to drive music software trials for one of rock’s leading bands.

Download:

The Red Eye Tour Mixtape (13 new tracks)Tour artDocumentary filmMerchandise coupon

Fans who downloaded the Bundle for free were driven to register on the crew’s website.

2MM

880K

621K


4MM

41K

30%

500%

the total number of Jet Life Bundles downloaded.

the number of new Jet Life email leads generated.

the percentage increase in advance tour tickets sold, as a result of the campaign.

the increase in growth across the crew’s apparel website.


Madonna / secretprojectrevolution


Using BitTorrent Bundle to drive global awareness of the artist’s free speech project

Download:

secretprojectrevolution trailerssecretprojectrevolution full filmMadonna: the VICE interviewPersonal message from the artist

Fans who downloaded the Bundle for free were driven to the public art project on VICE and YouTube.

1.2MM

$2MM

271K

32%

the total number of Madonna Bundle downloads.

the media value of press, Twitter, and BitTorrent advertising impressions.

more views of the Bundle in BitTorrent than on YouTube.

percentage of secretprojectrevolution conversation driven by BitTorrent.



Moby / innocents


Using BitTorrent Bundle to drive fan engagement with the artist’s 11th studio album

Download:

4 innocents MP3s3 films inspired by the albumAlbum artThe entire innocents stem catalogue

Fans who downloaded the Bundle for free were driven to participate in a remix competition

2MM

50K

30K

30K

the total number of Moby Bundle downloads.

the number of fans driven from the Bundle to iTunes .

the number of fans who engaged with Moby remixes.

the number of fans who shared the Bundle in social media.



Thank You

Appendix


Company Overview


Company Overview/ Introduction

A better Internet, powered by people

BitTorrent Inc. is a distributed technology company based in San Francisco.We design distributed technologies that scale efficiently, keep intelligenceat the edge, and keep people in control of their content and data. More than 170 million people use our products every month.

Our mission is to build a better Internet. To work with people and industries to create better ways to move information. Better ways for creators to make money. New ways for fans to engage, on their terms. Ways to sustain the stuff we share.

The Internet promised us this much. And we promise to make good on it.


Company Overview / Introduction

We believe in creative empowerment.

There’s no size cap on creativity. We don’t think in send limits. For over a decade the BitTorrent protocol has applied distributed technology to the issue of digital distribution, using the power of peer-to-peer to enable Internet data delivery. BitTorrent was founded to support Internet innovation. We move the ideas that move the world.

Being on the side of innovation means we have an obligation to it.

We do not endorse online piracy. We do not encourage it. We don’t point to piracy sites. We don’t host any infringing content. We have, and we will continue to, work tirelessly with fans, labels, studios, publishers, artists and fans to create a sustainable digital future for content, for all of us.




We believe in the Internet of people.

Originally designed as a replacement for HTTP, BitTorrent is a people-powered protocol that works the way the web does: the more people using it, the better it works. It’s the engine behind the Internet’s leading platforms, and innovation’s leading edge: from 4K to live streaming.

BitTorrent empowers each user who is publishing, syncing or broadcasting a file to become part of the processing power of moving that file. This is the human network. This is the Internet of people.




We believe in an Internet of options, not rules.

We are scientists, engineers, developers, coders and designers; filmmakers, musicians, writers, and gamers. We came together to work here because we wanted to build a better Internet.

Today the www is full of rules. This is where you buy stuff. This is how you sell stuff. This is how you communicate. How you connect. How you broadcast. This is how you play ball.

The Internet’s creative communities don’t need more rules. They need more options. We are committed to providing them: in a ways that are sustainable, viable and - practical - for consumers, creators, and industries.


Company Overview / Technology


BitTorrent is a technology that powers the web’s core applications, the gaming industry’s leading brands, and science’s leading edge.

Relied on by Facebook, Twitter, Wikipediaand Etsy for code deployment.

Used by Blizzard and Eve online to push game updates

Part of the delivery infrastructure for human genome research and the Large Hadron Collider


Company Overview / User Base


BitTorrent is a people-powered network of more than 170 million users around the world;one of the largest addressable audiences in Internet history.

Top Sites by Monthly Active Users: BitTorrent has 170MM.

Spotify BitTorrent LinkedIn Twitter

24MM

170MM175MM

200MM


Source: BitTorrent, Quantcast, Wikipedia, Morningstar.



BitTorrent users are young, tech-savvy, and media-hungry. They spend more money, and more time, on content (online and offline) than their digital peers.

Predominantly maleYoung adults Tech-savvy students

Source: Quantcast

18%

26%

19%

17%

13%

6%

2%

11%Female

89%Male

39%College grads

10%Grad school

51%HS Students


<18

18-24

25-34

35-44

45-54

55-64

65+



more likely to buy albums33%

34%

34%

100%

BitTorrent users are your fans; engaged in the future of media. According to a report by the IFPI, BitTorrent users are:

more DVD purchases

more in-theater movies

more likely to pay for music

Source: IFPI (International Federation of Phonographic Industries)


Thank You

Introduction to BitTorrent Bundle

Technology

Transcript of Introduction to BitTorrent Bundle