More than one in five in the 15-25 age group has streamed films and series illegally within the past month, according to new research by the research and analysis agency Norstat for the Danish Rights Alliance (Rettighedsalliancen). While it is well known that illegal streaming is harmful to the Danish film and television industry, many overlook the personal consequences of streaming films and series illegally.
This is despite the fact that almost one in three in the target group states that they or someone they know has been hacked as a result of illegal streaming.
Consumer outreach campaign
Armed with this new research, the Danish Rights Alliance, with support from the Ministry of Culture, the Danish Film Institute, Producer Rights Denmark and Nordisk Film Biografer, Kinopalæet in Lyngby; have launched a new campaign called Illegal Streaming Costs, Os Der Elsker Film which focuses on the unconscious price consumers pay when they stream movies and series illegally.
“Every time you stream illegally or use pirated services, you open the door to more than just poor image quality,” said Esbern Stig Møller, senior risk and security advisor at Globeteam. “Behind the screen, criminal networks often hide, out to steal your digital identity – from your social media passwords to manipulating your friends via fake MobilePay requests. Young people between 15 and 25 are particularly vulnerable because they are online a lot and are not always aware of the risks.
“The trend is clear: Illegal platforms are a dangerous shortcut that can lead to identity theft and financial fraud. Protect yourself – choose the legal paths to entertainment,” said Møller.
Research details
- One in five Danes (21%) between the ages of 15 and 25 have streamed films and series illegally in the past month, making it more widespread than illegal streaming of live sports, which one in ten (9%) has streamed illegally within the past month.
- Illegal streaming of live sports is significantly more widespread among boys, where one in seven (14%) has done so within the past month, while it is virtually not widespread among girls (3%).
- Illegal streaming of films/series is also more widespread among boys, where 27% have streamed illegally within the past month.
Researchers found that the two most prominent reasons for consuming online content illegally are that the legal websites do not have the content you are looking for (53%) and that it is cheaper (36%).
Boys seem to be more concerned with price, with 40% of boys stating that they use the illegal sites because it is cheaper compared to 26% of girls. Among girls, there is a larger proportion stating that they did not know that it was illegal at the time they streamed it (24% compared to 10% of boys).
Sharing illegal sources via social channels
The research also quantified the personal impact
- Almost every third person (32%) has been hacked themselves or knows someone who has tried to be hacked or otherwise had their data misused due to illegal streaming or downloading.
- Half of young people do not think about the fact that illegal sites are run by criminal masterminds.
- Almost two out of three (64%) of young people lack information about when it is legal or illegal to stream and download films and series.
- Half (51%) believe that there should be education in schools about rights.
Methodology
The campaign takes the form of a hidden camera prank, where actor Jesper Ole appears disguised as an employee at a cinema counter. Here, he offers unsuspecting guests free tickets – but the excitement quickly evaporates when the guests are asked to pay with their private passwords, bank account information or access to private photos.
Further information
New campaign informs young people about the cost of streaming illegally. Press release. April 23, 2025. Danish Rights Alliance
Os der Film campaign videos. Landing page. Accessed April 28, 2025. Us Who Love Movies (Danish Rights Alliance and partners)
Consequences of illegal streaming. Landing page. Accessed April 28, 2025. Us Who Love Movies (Danish Rights Alliance and partners)
Illegal streaming and downloading of films, series and live sports by 15-25 year olds. Research Presentation (in Danish). April 2025. by Norstat for Danish Rights Alliance
Why it matters
Many young people stream films and series illegally, and for almost one in three it has had personal consequences, either for themselves or someone close to them. With the campaign Illegal Streaming Costs , Os Der Elsker Film is relaunching its efforts and asking the question: What are you willing to pay?
The Illegal Streaming Costs campaign will challenge young people’s digital trust and teach them to ask the crucial question: Who is really behind what I click on? In an era where hacking and identity theft are commonplace, it is more important than ever that young people understand that they are not just consuming content. Because everything has a price, and when it comes to illegal streaming, the currency is your personal data.
