Young people increasingly stream films and series illegally, and for nearly one in three, it has had personal consequences – either for themselves or someone close to them. With the campaign ‘Ulovlig streaming koster’, We Who Love Film relaunches its initiative and asks the question: What are you willing to pay?
Illegal streaming is widespread among young people. More than one in five in the 15–25 age group have streamed films or series illegally within the past month. While it is widely known that illegal streaming harms the Danish film and TV industry, many overlook the personal consequences of watching pirated content. This is despite the fact that nearly one in three in the target group say they – or someone they know – have been hacked as a result of illegal streaming.
With the campaign Illegal ‘Ulovlig streaming koster’, We Who Love Film highlights the hidden cost you may end up paying when you stream illegally. The campaign takes the form of a hidden camera prank, featuring actor Jesper Ole disguised as a cinema employee. He offers unsuspecting guests free tickets – only for their excitement to vanish when they are asked to pay with their private passwords, bank details, or access to personal photos.
Watch the campaign cinema spot here.
What are you willing to pay?
Using the prank as its narrative device, ‘Ulovlig streaming koster’ speaks directly to young people’s reality and fears: that their personal data could end up in the wrong hands – with serious consequences. Every day, young people are lured onto websites promising free access to all kinds of films and series. But behind the scenes, criminals are at work, and the content is often just bait to get something else entirely – your information, your photos, your passwords.
Esbern Stig Møller, senior risk and security advisor at Globeteam, says:
Every time you stream illegally or use pirate services, you open the door to more than just poor video quality. Behind the screen, there are often criminal networks looking to steal your digital identity – from passwords to your social media accounts, to manipulating your friends with fake MobilePay requests. Young people between 15 and 25 are particularly vulnerable because they spend so much time online and aren’t 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 legal ways to access entertainment.
The campaign ‘Ulovlig streaming koster’ aims to challenge young people’s digital trust and teach them to ask the critical question: Who’s really behind what I’m clicking on? In an age where hacking and identity theft are everyday threats, it’s more important than ever for young people to understand that they’re not just consuming content. Everything comes at a cost – and when it comes to illegal streaming, the currency is your personal data.
For the benefit of future films and series
Illegal streaming affects the people behind the films and series we love. When payment is bypassed, it becomes harder to produce new, high-quality content. The result is a shrinking selection and increasing pressure on creators. That’s why the campaign ‘Ulovlig streaming koster’ supports the rights of filmmakers and the recognition they deserve.
Maria Fredenslund, Executive Director in the Rights Alliance, says:
With ‘Ulovlig streaming koster’, we want to make it easier for young people to critically engage with illegal sites, which have unfortunately become a common part of their digital everyday life. The right to one’s own content and respect for what belongs to others are essential to fostering a safe and responsible culture among young people – whether it’s about protecting their own data or paying for the films and series they love to watch.
Launch period
Social media: Wednesday, April 23 – Wednesday, May 14
Cinemas: Friday, April 11 – Saturday, May 31
Watch the campaing on TikTok, Snapchat, Instagram, LinkedIn and Youtube.
Facts
- One in five Danes (21 %) aged 15–25 has streamed movies and series illegally in the past month.
- Almost one in three (32 %) have either been hacked themselves or know someone who has tried to be hacked or in some way had their data misused due to illegal streaming or downloading.
- Half of young people do not consider that illegal sites are operated by criminal networks.
- Nearly two out of three (64 %) of young people lack information about when it is legal or illegal to stream and download movies and series.
- Half (51 %) believe that there should be education in schools about rights.
The analysis was conducted by the research agency Norstat for the Rights Alliance, and covers the consumption and attitudes of young people aged 15–25 towards illegal streaming of movies, TV, and live sports. Data was collected in January 2025 and is based on responses from 1.515 participants.
See the main results of the analysis here, or read the full analysis here.
Press Contact
Tina Schütz Bonnichsen
Project Manager at RettighedsAlliancen
Phone: +45 41412093
Email: tina.bonnichsen@rettighedsalliancen.dk
Read more about the campaign at www.osderelskerfilm.dk and find press materials here.
The campaign is launched by RettighedsAlliancen with support from the Ministry of Culture, the Det Danske Fliminstitut, Producent Rettigheder Danmark, and Nordisk Film Bigrafer, Kinopalæet in Lyngby.
The campaign has been developed in collaboration with the advertising agency Pong.