More and more people are taking part in film, TV series, games, music and audio books digitally. At the same time, fewer and more people seem to be interested in streaming and downloading from so-called pirate sites, which provide copyrighted material illegally.
According to a new survey, conducted by Kantar Sifo on behalf of the Swedish Patent and Registration Office, the number of illegal users in Sweden has dropped from 21 to 14 percent since 2017.
The target group 16 to 29 years accounts for the largest reduction: from 46 to 28 percent.
- It feels great that more people understand the importance of using pages that copyright holders are behind. The target group 16 to 19 years old we have specifically turned to when we have seen that they use the illegal sites the most, says Margareta Ternell, Marketing and Communications Director at PRV, to the Culture News.
The survey also shows that there has been a change in attitude about what is important when choosing which sites to use. Almost six out of ten (57 percent) believe that it is very important that the site is legal, compared to 48 percent in the last survey. More women than men find it very important (67 percent compared to 47 percent of men).
"You want to do right"According to Margareta Ternell, there are several reasons for the change. An expanded range of legal sites is one of them. A greater awareness of copyright issues is another, she believes.
- There are more conscious consumers today, you want to do the right thing, and that is also true when you consume digital material online. Another factor is that there are more and better legal platforms and finally I believe that our campaign, where we disclose what is being contributed through the illegal sites, has affected.