In response to dramatic increases in the use of illegal television services, Norway-based Nordic Content Protection has launched an extensive information campaign to make the problem visible.
Also behind Nordic Content Protection are the telecoms association as well as the major TV and streaming players in the Nordics.
The campaign was launched in Denmark on September 3, continuing an initiative that began earlier in 2024 with Sweden. According to the media consultancy Mediavision, 30 percent of Danes, corresponding to 1.3 million individuals, watched TV content via an illegal service in the past month, which is an increase of 9 percentage points from 2023’s already high 21 percent. It was estimated that this cost the Danish media industry about NOK860 million (equivalent to about US$81 million).
The largest consumption occurs in the age groups 15-24 and 25-34, where 53 and 58 percent respectively answer that they have used illegal TV services to watch films, series or sports in the past month. This is where Denmark differs from the rest of the Nordic countries, which also see the highest consumption among the youngest, but not among 25-34-year-olds.
Danish TV presenters Morten Ankerdal, Natasja Crone, Abdel Aziz Mahmoud, Peter Grønborg, Tom Kristensen, Jakob Kjeldbjerg and Olivia Salo are taking part.
Also in Sweden
A similar campaign has been running in Sweden since May 2024. Figures from Mediavision show that 28 percent, or 2.2 million Swedes, watched TV content via an illegal service last month, an increase of 8 percent from last year’s already high 25 percent. The greatest use occurs in the 15-24 age group, where 60 percent of all users answer that they have used illegal TV services to watch films, series or sports in the last month.
Consumer surveys found that 580,000 households admit to having illegal IPTV subscriptions, which is up by 19 per cent compared to the previous year.
About a dozen Swedish media personalities, news reporters, actors and sports figures have been taking their turns promoting the campaign.
Consumers may be misled
“These TV services often look professionally structured, but what many miss is that they are actually illegal services that steal other people’s TV content and there are often links to organized crime,” says Stian Løland , CEO of Nordic Content Protection.
Often, illegal streaming may be closely linked to organized crime involving drugs, smuggling and prostitution.
Original releases
Nordic Content Protection’s fignt against pirated TV in a new campaign. Press release. September 4, 2024. Nordic Content Protection
Nordic Content Protection is stepping up its campaign against illegal television services. Press release. May, 2024. Nordic Content Protection
Campaign videos posted to YouTube: https://www.youtube.com/@NordicContentProtection-vb3ff. Online videos. September 3, 2024. Nordic Content Protection.
Why it matters
“Illegal TV services affect far more actors than just the TV and streaming industry, in the long run it affects the whole of society. Now we need to take joint action and fight this, from different perspectives and with different means,” says Nordic Content Protection CEO Stian Løland.
Added Hasse Aro, Host of a popular Swedish true crime TV program: “It was obvious to stand up. Sometimes you may not know what the culprit looks like and I want to help make that visible by taking part in this campaign. I don’t think that many people know that illegal television services have a connection with organized crime and I hope that with the campaign we will increase awareness and knowledge among the public.
“And there can be an irony in this, many people watch “Efterlyst” and think it is an important program without understanding that they themselves are part of what we are fighting,” he said.
