A study from the Danish Chamber of Commerce shows that illegal consumption among Danes has grown significantly in just a few years. The majority either search for a source on Google or go directly to illegal websites they already know. Many also receive links from others or access content via apps or social media.
In 2025, 32% of Danes aged 15–29 reported having watched movies or series illegally in the past year, up from 21% in 2022. For sports events, it was 17%, up from 12% in 2022. 15% of Danes aged 15–74, corresponding to nearly 650,000 people, have accessed movies or series illegally in the past year, compared to 9% in 2022.
In 2018, one in ten Danes over the age of 18 had illegally streamed or downloaded media content within the past 12 months.
“Unfortunately, we see that a significantly larger proportion of Danes across age groups have engaged in digital piracy,” said Sune Jensen, head of media and creative industries at the Danish Confederation of Enterprises. “Illegal streaming and downloading do not only affect authors, artists, producers, publishers and media. It has serious consequences for the entire creative industry and the media industry.”
Worrying shift in attitudes
The study, by Dansk Erhverv, also shows a significant shift in the perception of what is acceptable to do when it comes to illegal streaming and downloading. Just over a fifth of Danes – 23 percent – believe that it is okay to stream or download content illegally.
“We are seeing a worrying shift in attitudes, and we need to do something about this if we are to continue to have access to quality content in the future, such as music, films, books and sporting events. The study shows that there is an urgent need to strengthen efforts against digital piracy both in Denmark and at the European level,” says Sune Jensen.
On the bright side, a fear of personal consequences is a significant reason why Danes aged 15–29 refrain from consuming content illegally. 41% report fearing viruses and ransomware, 31% fear being penalized, and another 31% fear misuse of their personal information. Since 2022, fear among young people has only grown, compared to 33%, 29%, and 22% at that time.
Why it matters
The increasing awareness about the risks of piracy highlight the importance of targeting young people with messages about personal consequences.
When content is misused or shared illegally, the very business models behind media production, which are based on copyright, are undermined. Therefore, it is crucial that we as a society protect and enforce copyright.
“Digital piracy affects the entire creative ecosystem and undermines business models, resulting in lost revenue and threatening jobs and innovation. Without fair payment for enjoying the content produced, we cannot be sure that the media and cultural industry can continue to provide quality content to Danes, whether it is music, books, films or sports. So ultimately, it can affect the social debate we have with each other,” sighs Sune Jensen.
Further reading
“Danes’ approach to illegal streaming and downloading.” Research report (PDF, in Danish). September, 2025. by Dansk Erhverv
New Study reveals huge growth in digital piracy. Press release. September 27, 2025. Dansk Erhverv
Almost one in two people aged 15-29 have used content illegally in the past year. Press release. October 7, 2025. Danish Rights Alliance (Rettihedsalliancen).
