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Research / Insights on current and emerging industry topics

Most young adults pirate content and many don’t even know it’s wrong

September 21, 2016 | By Research Team

Sixty-nine percent of young millennials use at least one method of piracy (download, stream or mobile). Even more alarming, however, is the finding that 24% of those surveyed believe that both downloading and streaming piracy are legal, according to the report Millennials at the Gate from creative advertising agency Anatomy Media, which looks at the streaming, piracy and ad blocking behaviors of young (18-24) adults.

Other key findings include:

  • 2 out of 3 young adults use an ad blocker
  • 3 out of 5 young adults who stream content use a shared password or cable log-in
  • 60% stream content without paying for it
  • While more than half say they share their parents’ log-in (58%), only 13% of those actually live with their family

According to the report, millennials use ad blockers “to assert control over their user experience, reduce their data usage and get access to their desired content faster.” However, they believe that millennials will accept advertising as long as it is “restrained, targeted and relevant.” Thus, Anatomy urges a focus on user experience overall.

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