// Classified Research — EU Commission, 2017
In 2017, the European Commission spent nearly half a million euros on a landmark study surveying 30,000 consumers across 6 EU countries (UK, Germany, France, Spain, Poland, Sweden). The findings were so inconvenient, the report was quietly shelved—until it was leaked.
// Key Finding
“Unlike movies or books, pirating video games statistically increased legal sales.”
The study found zero evidence of sales displacement for games—and in some models, a positive correlation between piracy and purchases.
Context: The study found that for films, music, and books, piracy did show a small negative displacement effect. Video games were the exception—the researchers hypothesized that trying pirated games often led to subsequent purchases, functioning more like a demo than a lost sale. Read the full study (PDF) →
Who actually pirates content? The data paints a picture that challenges common stereotypes.
Age Distribution
Under 35
64%
of all digital pirates are under the age of 35—the demographic with the least disposable income and the highest digital literacy.
Gender Split
Women
43%
of pirates are women. The stereotype of piracy as a male-dominated activity doesn’t hold up under scrutiny.
Global Bandwidth
File Sharing Traffic
24%
of total global internet bandwidth is consumed by file sharing activity. Nearly a quarter of all internet traffic.
Prevalence
Have Pirated At Least Once
57%
of all computer users globally have pirated content at least once. It’s not a fringe activity—it’s a majority behavior.
Some of the biggest names in entertainment have publicly acknowledged that unauthorized sharing acted as a distribution channel—one that bypassed traditional gatekeepers and ultimately drove legitimate revenue.
“Photoshop became the industry standard because it was pirated by students who later forced their employers to buy enterprise licenses.”
Adobe’s dominance in creative software was built on a generation of students and freelancers who learned on pirated copies. When those users entered the workforce, they brought the software with them—and their employers paid full enterprise pricing. Adobe later formalized this with the Creative Cloud subscription model, offering steep student discounts to replicate the same pipeline legally.
“I have to admit, I think you’re right. [Game of Thrones being the most pirated show] is better than an Emmy.”
— Jeff Bewkes, CEO of Time Warner (HBO’s parent company)
At the height of its piracy, Game of Thrones was generating more cultural conversation than any other show on television. Time Warner’s own CEO acknowledged that the piracy acted as word-of-mouth marketing, driving HBO subscriptions to record highs.
“Illegal file sharing was what made me. It allowed me to bypass the gatekeepers of the music industry.”
— Ed Sheeran, CBS Interview
Before signing his first record deal, Sheeran’s music spread through unauthorized file sharing networks. He has publicly credited this distribution with building his fanbase outside the traditional label system, which ultimately led to one of the most successful music careers of the decade.
Game developer Lachhh (creator of Just Shapes & Beats) took a radically different approach to piracy—he addressed his pirates directly, inside the game itself.
// Developer Statement
“I’d rather you play the game and not pay, than not play at all.”
— Lachhh, Just Shapes & Beats in-game piracy screen
Just Shapes & Beats — Piracy Screen
Instead of DRM, lawsuits, or guilt-tripping, Lachhh built a custom screen into the pirated version of his game. It plays a short message thanking the player, asks them to consider buying the game if they enjoy it, and then lets them keep playing with no restrictions. The approach went viral and drove a measurable spike in sales.
// End of Report
All data, quotes, and findings presented above are sourced from publicly available research, interviews, and reporting. This page is presented for informational and educational purposes only.