This talk will be organized in three main parts. To begin with, I will review the ecosystem of the Entertainment industry, survey the different tools available to combat piracy and introduce the multimedia forensics workflow typically in use today. Next, I will focus on digital watermarking, a technology used to introduce imperceptible machine-readable markers in multimedia content. After briefly going through fundamentals, I will describe in more details the 2-step watermarking strategy adopted by Technicolor and discuss its pros and cons e.g. to accommodate for HTTP Adaptive Streaming transmission. In the last part, I will discuss how recent passive forensics techniques could prove useful in the context of watermarking-based traitor tracing. In particular, I will showcase how the low-power flicker signal created by the interplay between a LCD screen and a camcorder could serve as a powerful tell-tale indicator to help forensic investigations. To wrap up, I will discuss enduring challenges in watermarking research and suggest potential avenues for research.