What Is Digital Rights Management? A Content Protection Guide

It’s a full-time job figuring out how to use copyrighted assets, like stock photos, logos, and films. 

The challenges associated with copyright management get more complex as our use of digital content increases. Up until the last couple decades,  no one could store duplicates of content on a local device because of copy-protected floppy discs. The development of over-the-top (OTT) and cloud-based content sharing has expanded the meaning of digital rights management (DRM). 

Today, almost every piece of content has DRM technology. It’s impossible for one person to keep track of all newly-created content and prevent unauthorized use. That’s why many businesses today use digital rights management systems. 

DRM now contributes to data security. In the publishing world, digital rights management gives authors a degree of control over what readers can do with their work. But with the emergence of peer-to-peer file exchange services like torrent sites, online piracy, and copyrighted content are in constant battle.

Companies can avoid legal problems from unlawful use of digital rights management platforms to stop people from accessing assets. However, DRM methods don’t catch pirates. They instead prevent unauthorized use of the content from being stolen or shared in the first place.

Why is digital rights management important?

Copyright infringement is everywhere: music, movies, software, photographs, etc. This could look like selling counterfeit copies of the newest Marvel film or using somebody else’s image to deceive customers on sketchy e-commerce platforms.

Piracy schemes affect major organizations, but it also takes a toll on small businesses and individual content creators.  And since DRM stops unauthorized use without the content creator's permission, it’s the best way to retain ownership of your content, support better licensing agreements, protect confidential information, and avoid legal issues.

History of digital rights management

The first instance of DRM software was introduced in 1983 to help facilitate transferring payment to copyright holders, but recent, advanced technology has made piracy simpler. Many copyrighted photographs, films, and audio recordings are shared on the internet, most often without permission. 

While piracy existed before the internet, it wasn’t as pervasive. However, as digital music and internet videos gained popularity, nations were forced to rush to enact legislation to combat digital piracy. By the 2010s, digital rights management became a priority rather than an afterthought as governments implemented new regulations and leadership teams investigated new methodologies for protecting their companies' work.

Along with government intervention came the development of tools that allowed content producers to prevent digital theft.  Now, new technologies, DRM papers, and several digital management solutions are continuously being developed.

DRM and DAM 

Recording information pertaining to the use and reuse of digital assets reduces the likelihood of legal consequences for businesses. They have to maintain track of how internal and external parties are allowed to employ assets. When businesses hire third-party agencies to develop content on their behalf, a plethora of contracts governs how the content is used. 

Keeping track of this manually in a spreadsheet is a labor of not-exactly-love, but digital asset management (DAM) provides information about how employees can take advantage of these types of assets via a self-service portal. Within a DAM library, you tie DRM directly to single assets or groups of assets, delivering explicit usage information to the right people at the right time, so they can decide what they want to do with the content.

How does DRM work?

Data governance and data protection are the two main objectives of DRM. Several implementation strategies for this technology and efforts to create new ones are ongoing. Many DRM techniques use encryption or computer code embedded into digital content to restrict access or use. These resources can assist in:

• Limiting the use of content with regards to users or devices, for instance.
• Determining content ownership and keeping track of records.
• Setting content expiration dates.
• Prohibiting people from taking or using screenshots.
• Preventing unauthorized use based on IP addresses, location, or devices.
• Watermarking content to establish ownership.
• Restricting sharing content without permissions. 

The technology also tracks and manages content by integrating it with other programs. DAM platforms employ a flexible structure to maintain secure access to assets and protect content consumption within corporate conditions. This software also further restricts content access usage when DRM techniques are incorporated with it. 

Types of DRM

Some of the several digital rights management solutions you can select from are listed below. Keep in mind that your choice partly depends on the type of digital information you want to protect. Take into account that you can combine multiple DRM systems to achieve the highest available security.

• Always-on DRM, sometimes referred to as persistent online authentication, requires consumers to stay connected to the online server to use the product.
• Product keys are one of the first and most popular kinds of DRM.  When someone buys software, they receive a product key to enter during installation. If the product and the product key don’t match, the product doesn’t work.
• Limited install activation means users can only install a software package on a certain number of devices. For instance, if it can only be used by four people, it can only work on four computers at the same time.
• Regional lockout forbids the use of a digital good or service outside of a particular area or jurisdiction. This technique is useful for preventing the release of specific content outside of defined regions so that overseas publishers don't lose any sales.
• Content Protection for Recordable Media (CPRM) prevents unlawful duplication and distribution of multimedia discs that have been generated commercially. A 56-bit encryption standard is used to secure Blu-ray discs and HD DVDs. Content Protection for Pre-Recorded Media (CPPM) is a comparable system, but it employs the 128-bit encryption standard.
• Software tampering deliberately incorporates dormant bugs, which activate if their products are used in a pirated form.
• Enterprise Digital Rights Management (EDRM) combines encryption, access management, and identity management. Digital content that is EDRM-protected is encoded and accompanied by a protection policy that specifies consumers' rights, including viewing, editing, saving, printing, and forwarding.

DRM applications and use cases

DRM has a wide range of applications, making it a flexible technology for developing usage regulations. DRM requires a positive answer to the following questions before consumers can use the assets.

• Is the subscription status verified?
• Is the user in a valid area?
• Has the user set up a subscription to use this device?
• Is there a time-based usage restriction?

A few common use cases include: 

• Restricted access to audio files. DRM technology is used by streaming services like Spotify and the Apple iTunes Store to limit the number of devices that may play downloaded audio and video files. Songs and movies downloaded from the services contain information about purchase and usage history, and the songs will only play on platforms and devices that have been given permission to do so.
• Anti-tampering software. This aspect of DRM does automatic tests to make sure your software is functioning as it should. Additionally, it can stop code from being stolen or altered.
• Tracing image leaks. Prior to a launch, leaked product photographs have the potential to damage a brand, cause expensive competitive disadvantages, and result in the production of fake goods. Manufacturing firms turn to DRM to track these leaks to their origin.
• Elimination of illegitimate web stores. In order to make their websites seem authentic to customers, businesses that sell counterfeit goods reuse photos stolen from the internet. Legit businesses can use DRM software to trace bootleg stores and potentially subject them to immediate legal action.
• Responsible content. DRM records and manages to license agreements to get a complete insight into the conditions of use and restrictions for each image, model, and photographer, as well as for music, voiceovers, and videos when producing marketing materials or advertising for mass dissemination. The program gives each item of content a tracking ID, which monitors every use and aggregates the data into analytics dashboards.

Benefits of digital rights management 

Digital rights management is unquestionably crucial in today's digital environment, not just for digital content providers but also for businesses and individuals that license or purchase digital assets from third-party creators. Implementing DRM software:

• Helps safeguard private documents. DRM  assists firms in securing delicate documents, including contracts, strategic plans, and private employee information. Companies use it to restrict access to files, keep tabs on who has accessed them, and stop them from being changed, saved, copied, or printed.
• Minimizes unauthorized and unintended use. DRM technology helps material buyers adhere to the relevant licensing agreements and guidelines that specify how it can be used.
• Secures revenue sources. Time, money, and skill are all key resources required for content creation. DRM technology makes sure that content owners receive their return on investments.
• Enhances the rate of content creation and distribution by clearly defining and confirming the terms for digital content. Teams may safely and securely grasp which resources are available without questioning usage rights or contract agreements. 

Limitations of digital rights management

While DRM has several benefits, let’s ensure you understand some of its challenges.

• Despite having lawfully purchased the content, it forbids consumers from doing whatever they want with it. Consumers may experience a number of drawbacks, including not being able to copy content for backup purposes or not being able to access the product on certain devices. 
• Sales suffer as a result of this technology since a lot of customers may decide not to buy secured goods. In fact, issues with DRM-protected products have been found to increase customer care calls by ten times.
• DRM technologies that require online registration enable businesses to monitor users’ purchases, invading their privacy.
• Consumers are often forced to pay high costs for technology expenditures.
• DRM’s primary goal is to prevent piracy, but piracy networks sail smoothly from even one unlocked copy.
• Limiting the number of devices that content can be accessed risks making it dated as tech develops.
• DRM can inadvertently block access to even widely public content.

Best practices of DRM 

You don’t always need advanced technologies or specific DRM services to get started. Depending on your use case, simple actions such as encrypting a PDF with a password before sharing it or putting a watermark on an image promotes fair usage. Remember these DRM best practices if you intend to begin utilizing DRM.

• Before installing DRM, consider a content selection system because not all content needs that kind of platform. In some instances, DRM protections prohibit your material from reaching the desired audience or level of interaction. A small-scale production company probably wants to protect its new film with DRM, but the trailer should be available for everyone to watch.
• Utilize free digital rights management solutions to maximize investments. It’s a prevalent misperception that only the most expensive or premium DRM technologies prevent the exploitation of your work. In reality, DRM is as much about user mindset as it is about the tech. R just as well Simply using free DRM solutions or current technologies such as Microsoft Word can restrict distribution just as well as require employees to password-protect every document.
• Conduct enterprise-wide surveys to gather user support. Enterprise DRM is primarily concerned with safeguarding data exchanges rather than limiting access. Consequently, it’s essential to acquire the buy-in and active support of your intended user base – your employees. Ineffective DRM eventually leads to content-sharing bottlenecks and may demand a costly DRM redesign.
• Integrate with other infrastructure for data management. As is the case with most tech, DRM functions optimally when combined with complementary solutions such as data loss prevention (DLP), digital asset management (DAM), and content management systems (CMS).
• Allow for scalability and adaptability as your environment evolves. Your DRM strategy has to adapt along with the advancement of content formats and distribution methods. Investigate emerging DRM technologies to stay ahead of fraudulent competitors.

Digital rights management solutions

When digital content is described as DRM protected, it signifies that there are restrictions on how it can be utilized. In general, any digital content that is protected by a DRM solution is referred to as DRM protected content. Content can be classified as protected when a certain set of guidelines are added to the copyrighted content to prevent any unauthorized access.

How to choose the right DRM solution 

DRM-protected content provides its publisher complete control, keeping it safe from being downloaded, shared, copied, or redistributed. However, the approach to content protection is occasionally unclear, making it difficult to know which platform to select. These five tips will help you pick the best DRM software for your business.

Invest in good quality software

A robust content protection solution offers lots of policies and permissions. Research options and choose one that comes with a variety of features without compromising on end-user experience or security. Think about Goldilocks when making a choice:  a good solution guarantees content security but never causes difficulties for users.

Take advantage of software with advanced features

Pay close attention to the settings and choices offered by the software. Advanced DRM policies must offer the publisher control over its content while also staying in line with its distribution requirements. For instance, imposing expiration dates makes sure that users only view the content for a certain amount of time. Access to files is restricted by adding IP addresses and device limitations. Controlling how people find content is the greatest approach to security and control.

Don’t overlook watermarks

Remember watermarking when securing digital assets. Watermarks fight piracy by preventing anyone from sharing or duplicating content. Adding dynamic watermarks identifies who owns a specific file or group of files, reducing the likelihood of intellectual property theft.

Find the balance between content protection and user experience

The user experience (UX) digital content provides often determines how good it is. As a business owner or content creator, you can’t sacrifice a good UX in the name of security. You have to find software that enforces copyright laws of keeping material exclusive and delivers a positive end-user experience. 

Maintain the balance with software with advanced policies in conjunction with publisher control, easy content distribution over various channels, and protection of several kinds of content.

Consider the journey

While providing the best end-user experience to customers is essential, it's equally critical to take publishers' journeys into account. Consider software that’s well-suited to specific workflows and needs when selecting your content protection strategy.

Best digital rights management software 

The software market is continuously developing as new competitors, and cutting-edge technologies challenge established standards. To be included in this list, the software must:

• Enable advanced permissions for content usage (license management, access revocation, password protection, etc.)
• Analyze and track content usage
• Provide watermarking for shared documentation

*Below are the top five leading DRM software based on data pulled from January 2023. Some reviews may be edited for clarity.

1. Bynder

Bynder is a digital asset management system that provides marketing teams with a cloud-based platform for creating, locating, and using digital content. It promotes seamless digital content creation and aids in the automation of content workflows.  

What users like best:

“Bynder is a highly successful cloud-based digital asset management system that is the key to company integration and utilization. It is an excellent solution, and the smart filter search system and file version control are game changers for the advertising industry. All employees can easily find jobs and have instant access to our assets without needing a VPN connection. Bynder dramatically increases our productivity and file management.”

- Bynder Review, Scott A.

What users dislike:

“I wish that there was some kind of folder structure within Bynder to kind of mirror how we all operate on our desktops, hard drives, etc. It isn't a make or break, more just a learning curve. ”

- Bynder Review, Katelyn R.

2. Digify

Digify is a cloud-based information security and storage solution that offers comprehensive data management, protection, and tracking. It features document access control, sophisticated encryption, data tracking, print and downloadable permissions, and personalized watermarks.

What users like best:

“The best feature of Digify is the tracking of any shared document through virtual data rooms. We can know the exact status of our documents, like viewers, forwarders, location access, and how often it has been circulated over the internet. These functions are beneficial for securing our digital assets as we can revoke access and shred the documents remotely if required.”

- Digify Review, Kamran A.

What users dislike:

“Digify does not have the same level of data analytics sophistication as other providers.”

- Digify Review, Jeremy N.

3. Primetime DRM

Primetime DRM secures content and offers business models for Windows, Mac, iOS, Android, Roku, Xbox, and embedded device platforms, such as anonymous, subscription, rental, and download-to-own content.

What users like best:

“The best thing about this software is its huge amount of applications. A good range of entertainment options is really great. I can design anything without any problem.”

- Primetime DRM Review, Sujeet Singh R.

What users dislike:

“The pricing of this software is the worst part. Though the software gives so many things with the pricing, there are a few things I am unable to use. There should be customization for the software pricing according to the application needed.”

- Primetime DRM Review, Aditya S.

4. Copyscape

Copyscape is software for detecting duplicate material. Use it to easily discover websites that have copied or quoted your work without authorization. It finds instances of plagiarism on any online content like blogs, marketing materials, or digital publications.

What users like best:

“Copyscape is the best and quickest plagiarism checker online tool to check the uniqueness of the content. With the help of Copyscape, I can be sure now that the content I wrote is unique. In terms of cost, it is very much affordable and does not need monthly subscriptions to use the service. One can easily purchase premium credits for as low as $5 and use them as needed.”

- Copyscape Review, Nitish A.

What users dislike:

“It is only available in English, which means it cannot be used in other languages.”

- Copyscape Review, Zachary Michelle M.

5. Widen Collective

Widen DAM facilitates the management and distribution of brand assets across teams, technologies, and channels. A schema for metadata that is extensively flexible, Widen provides robust, business-specific search and workflow features.

What users like best:

“Widen provides the freedom to build and maintain the DAM to suit the needs of our team. Getting to set a full range of governance without product limitations makes for a unique experience.”

- Widen Review, Roger C.

What users dislike:

“The service's UX is, in my opinion, in dire need of an update and rework. While the portals themselves have limitations, and I understand that, it still is extremely frustrating at times to navigate through the site, linking uploaded assets. These refreshing items will cache and not actually save for previews.”

- Widen Review, Abbas K.

Batten down the hatches and stay safe

When it comes to safeguarding sensitive data, particularly intellectual property, the digital planet opens the door to a whole universe of possibilities. By making it clear what people can and cannot do with certain content, you help users understand copyright and intellectual property. DRM protects your financial and creative investments and steers you toward calmer seas.

Create high-performing content for your digital audience. Pick from the best content creation software on the market today!