overview of youth online shopping and piracy patterns
The growth of online shopping amid recent global disruptions has coincided with rising participation among younger shoppers who purchase counterfeit goods online. This trend, highlighted by the EU intellectual property office’s latest Barometer, reflects shifts in how young people in the European Union engage with digital marketplaces and brand protection issues.
While many youths access entertainment and products through legitimate platforms, a notable share—about one in three—still turn to illegal sites to download TV shows, movies, or music. The study, conducted in Alicante with over 22,000 respondents aged 15 to 24 across EU member states, marks a third iteration in this program.
Key findings show that more than half of young Europeans—52%—affirm purchasing at least one counterfeit item online in the previous year, with 37% doing so knowingly. This rate surpasses earlier years; for example, the 2019 survey found 14% who knowingly bought counterfeit products online. The pandemic-era growth of e-commerce is cited as a contributing factor.
Large national differences appeared. The share of youths who intentionally buy counterfeit goods online ranged from 62% in Greece to 24% in the Czech Republic, with Spain posting a high 45% of respondents acknowledging illegal purchases.
Among the items most frequently bought on purpose by young consumers are clothing and accessories (about 17%), followed by footwear (14%), electronics (13%), and hygiene products, cosmetics, personal care, and perfumes (around 12%).
Yet a sizeable portion of youths encounter deception when shopping online. The study notes that up to 37% report exposure to counterfeit offers, suggesting that some respondents may have engaged in both deliberate purchases and momentary deception. Percentages overlap because individuals may appear in multiple categories.
digital piracy
Regarding digital content, access to legal sources is steadily increasing among younger users. Sixty percent indicated they did not rely on illegal platforms to stream or download content in the past year, a trend that contrasts with 2019 data (51%) and 2016 data (40%). This points to stronger adoption of legitimate alternatives.
Nevertheless, deliberate piracy persists. About one in five young people (20%) acknowledge intentionally accessing pirated content, with a rise seen in the last year—Spain reports a 25% rise. A notable share of teens has been misled by pirated channels, with 12% accessing pirated content accidentally and 7% unaware of their actions. The main forms of pirated content are movies (61%) and television series (52%), followed by music (36%), often accessed via private websites, apps, and social platforms. In Spain, one in four young people knowingly access pirated content.
As online commerce and digital consumption grow, the organization behind the study emphasizes the need for awareness campaigns to curb counterfeit purchases and content piracy, a stance echoed by its leadership.
price, availability, and deterrents
Price and availability drive counterfeit purchases and pirated content, but the influence of family, friends, and acquaintances is rising as a factor in decision-making.
Other influential factors include a lack of concern about counterfeit status, difficulty distinguishing genuine items, and the ease of finding counterfeit goods online. Some respondents even cited recommendations from influencers or trusted peers as motivators.
Deterrents include cyber fraud risks and other online threats, yet respondents also show growing awareness of environmental and social harms. The conversation around online deception increasingly touches on sustainability and responsible consumption.
In summary, the study presents a nuanced picture: legitimate access to digital goods and content is expanding among youth, but a sizable portion remains exposed to or engages in counterfeit purchases and piracy. This underscores the need for ongoing education and stronger consumer protections across the digital landscape.