Introduction to BitTorrent Bundle

Introduction to BitTorrent Bundle

For Internal Presentations Only, Not For External Distribution.

Contents

Introduction
Building a BitTorrent Bundle Campaign
BitTorrent Bundle for Publishers
BitTorrent Bundle Case Studies
Appendix: BitTorrent Overview

BitTorrent, Inc.

For Internal Presentation Purposes Only, Not For External Distribution .

Introduction


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.

BitTorrent, Inc. | BitTorrent Bundle



Before the gate
Sample content
for free.
Gate
Enter email to unlock.
Behind the gate
Access 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

Source: Google Analytics, Bit.ly


Building a BitTorrent Bundle Campaign


Building a BitTorrent Bundle Campaign/ Overview

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/ 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



Building a BitTorrent Bundle Campaign/ Advertising

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

Conversion: BitTorrent users are highly engaged with artist content
2 - 4 % CTR on in-app advertising
35% CTR on Install Path advertising

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



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 directto-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 participants
100+ 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
In 2012, we partnered with some of the worlds most creative people,
experimenting with content to imagine a new media distribution landscape.
2012 Content Partners
Counting Crows
Death Grips
Clap Your Hands Say Yeah
Alex Day
Stacy Peralta / Bones Brigade
Pretty Lights
Billy Van
DJ Shadow
Tim Ferriss
Kumare
Chester French
Way Too Sick
Node Studios
Willis Earl Beal



152MM

Bundle downloads

15%

Conversion to artist site

126MM

Music downloads

12%

Conversion to artist store

25MM

Film downloads

30%

Conversion to email

1MM

Book downloads

21%

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



“

152MM

Bundle downloads

15%


126MM Music downloads
12%
BitTorrent can be a great competitive advantage to the most resourceful
creators, downloads
Conversion to
25MM Filmand a delight to inquisitive consumers.email
30%
1MM flexibility allows inventive deal-making and imaginative revenue
21%
This Book downloads
creation that is desperately needed when consumer incentive to pay for
Over 2MM legal, licensed pieces of Internet Archive content preserved via BitTorrent.
standard formats is reduced.

Engadget, November 2012


”



“

152MM

Bundle downloads

15%


126MM

Music downloads

12%


Conversion to email
25MM Film downloads
30%
The click-through rates from BitTorrent to Amazon were higher than
anything I've ever seen through paid On direct revenue offers
advertising.
1MM Book downloads
21%

”

Over Orders of magnitude higher.
2MM legal, licensed pieces of Internet Archive content preserved via BitTorrent.
Tim Ferriss, April 2013




“

152MM

Bundle downloads

15%


12%
When we learned that the BitTorrent protocol is used by over 170 million
Conversion to email
users, all of whom
consumers of entertainment and music, and
25MM Film downloads are avid 30%
whom purchase 30 percent more of that content than average, we knew
1MM wanted to reach out to them and engage them in our indie film. This
21%
we Book downloads
was an opportunity to talk to a huge fanbase from the onset, and create
lifetime licensed pieces of Internet Archive content preserved via BitTorrent.
Over 2MM legal,value from film fans.
Jill Calcaterra, Cinedigm, May 2013



”


Background /2012 Summary

“

152MM

Bundle downloads

15%


Conversion
126MM Musicother option available where you can to artist couple of months of
12%
There’s no downloads
take a store

an artists work and put it out in a creative way. It’s activated the local
Conversion
25MM Film downloadsbeen a heavy lift from Twitter to email
30%
promoters, there’s
and Facebook that’s still
resonating. We saw a jump in pre-sales, about a 30% jump on average from
On
Book downloads
1MM time we dropped the Bundle. We saw direct revenue offers
21%
the
500% growth across the apparel
site from new sign-ups and merchandise sales. In a 360 situation, I don’t
Over knowlegal, you can pieces of Internet ArchiveBitTorrent Bundle.via BitTorrent.
2MM how licensed ignore the power of the content preserved
Austin Briggs, Jet Life, August 2013



”



“

152MM

Bundle downloads

15%


12%
BitTorrent promoted 16 artists' new work to its 160 million users
Conversion
email
Film downloads
25MM year, driving 124 million 30% downloads to one-third of total
last
legal
–
music downloads! – in the first six months ofrevenue alone.
On direct 2012 offers
1MM Book downloads
21%

Fast Company’s Most Innovative Company #31

”

Over Fast Company, February 2013 pieces of Internet Archive content preserved via BitTorrent.
2MM legal, licensed



Background / Building the Record Store of Everywhere
In 2013, we took what we learned, and built a new type of media format designed for the distributed
nature of the Internet.
How you paid for content in
the 1970s

the 1990s

Independent retailers

Super-stores

RECORD STORE

RECORD STORE

the 2000s
Digital warehouses

How you pay for content
today, with BitTorrent Bundle
User-generated
storefronts.

RECORD STORE
RECORD STORE

BitTorrent, Inc. | BItTorrent Bundle


Vikram Gandhi / Kumaré
Using BitTorrent Bundle to gain theater
distribution for the SXSW award-winning film.
Download:
Kumaré trailer
10-minute film excerpt
Behind-the-scenes photos
10 exclusive tracks
Fans who downloaded the Bundle were driven to the film’
s page, where they could view showtimes and buy tickets.

3MM

the total number of Kumaré
Bundles downloaded.

18K

the number of fan emails collected.

80K

the number of users who checked
out theater showtimes.

SOLD OUT

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 Chef
New recipes
Behind-the-scenes photos and videos
Drafts, notes, and interviews
Fans who downloaded the Bundle for free were
driven to the book’s Amazon page.

2MM
2MM
880K
880K
621K
621K
4
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 authorowned properties (site, YouTube).
the number of best-seller lists that
featured The 4-Hour Chef.



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 Trial
Stagelight by Open Labs Intro & Tutorials
Interview with Mike Shinoda
Soundslate Pro 10% Off Coupon
driven to upgrade their trial software.

2MM

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

880K
60K

the percentage increase in Open
Labs software Facebook reach

621K
100

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

10X
4

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 art
Documentary film
Merchandise coupon
driven to register on the crew’s website.

4MM
2MM

the total number of Jet Life Bundles
downloaded.

880K
41K

the number of new Jet Life email
leads generated.

621K
30%

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

500%
4

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 trailers
secretprojectrevolution full film
Madonna: the VICE interview
Personal message from the artist
driven to the public art project on VICE and YouTube.

1.2MM

the total number of Madonna
Bundle downloads.

$2MM

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

271K
32%

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 MP3s
3 films inspired by the album
Album art
The entire innocents stem catalogue
driven to participate in a remix competition

2MM

the total number of Moby Bundle
downloads.

50K

the number of fans driven from the
Bundle to iTunes .

30K

the number of fans who engaged
with Moby remixes.

30K

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



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 intelligence
at 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, Wikipedia
and 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.

200MM

170MM
175MM

24MM
Spotify

BitTorrent

LinkedIn

Twitter

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

Young adults

26%

18-24

11%
Female

10%
Grad school

19%

25-34

17%

35-44

13%

45-54

65+

Tech-savvy students

18%

<18

55-64

Predominantly male

89%
Male

39%
College grads

51%
HS Students

6%
2%

Source: Quantcast


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

33%

more likely to buy albums

34%

more DVD purchases

34%

more in-theater movies

100%

more likely to pay for music

Source: IFPI (International Federation of Phonographic Industries)



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