This article addresses possible structural alternatives for the dissemination of the results of intellectual activity (RIA), which reflect setting of optimal price and level of technical protection. The paper argues that digital piracy is not always a negative factor for the author or copyright owner but may be a signal indicating an inefficiently of RIA distributing method. The developed model demonstrates the choice of RIA distribution strategy depending on various factors: author's popularity, the difference in quality between the original RIA and pirated copy, legal protection level. The findings regarding the possibilities of combining legal and technical protection, consumer behavior and the positive effects of digital piracy will help the regulator to apply more effective measures. The article is written on the basis of the RANEPA state assignment research program.