Rising Tide of Piracy: Over One Million Daily Visits from Ireland to Illegal Streaming Sites
New data reveals that illegal streaming is rampant in Ireland, with more than one million visits to piracy-related websites each day. According to piracy monitoring and content-protection firm MUSO, which supplies data to the European Union Intellectual Property Office, the total visits from Ireland to such sites have soared to nearly four billion since 2017, peaking in 2023 with 554 million visits.
On average, this translates to around two visits per week for every internet user in Ireland. Each visit is counted separately, highlighting the significant scale of this issue. Interestingly, MUSO’s data also indicates that after decreasing steadily from 2017 to 2020, visits to piracy websites sharpens during the pandemic as new releases slowed. The resurgence in piracy levels coincided with the introduction of new streaming platforms, such as Disney+ and Apple TV, which further complicates the streaming landscape.
Breaking down the figures, television content accounts for the lion’s share of piracy-related traffic, responsible for 2.3 billion visits during the evaluated period. Within that category, approximately 71% are attributed to films and TV shows, and notable titles include the most pirated film in 2025, “Sinners,” featuring Michael B. Jordan and Hailee Steinfeld.
Contextually, experts like Dr. Margaret Samahita, a behavioral economist at University College Dublin, point to several reasons why piracy persists. Rising subscription costs and a fragmented market have made legal streaming more complicated and expensive. “Illegal streaming is a rational and value-maximizing response to a market that’s become too expensive and too complicated,” Dr. Samahita articulates.
Facilitating Factors: The Role of ‘Dodgy Boxes’
The dynamics of piracy are further highlighted by ‘dodgy boxes’, which are internet-connected devices providing access to illicit television channels and live sports through low-cost subscriptions. These IPTV devices mimic legitimate streaming services, making it difficult for consumers to distinguish between legal and illegal content.
While exact figures on the use of these boxes are hard to ascertain, MUSO’s data reflects a considerable volume of traffic to piracy websites, suggesting a widespread acceptance of such practices. Industry insiders, like Jimmy Doyle, CEO of streaming service Clubber, warn that this level of piracy severely undermines their business models. Doyle estimates his service loses around 40% of its potential revenue due to piracy.
Industry Response and Economic Impact
Major broadcasters and rights holders have raised alarms, stating that piracy is no longer a fringe issue but a systemic problem draining significant revenue from the industry. Representatives from the Audiovisual Anti-Piracy Alliance (AAPA) argue that this situation is akin to stealing someone’s property, highlighting that 17 million Europeans engage with illegal IPTV monthly, amounting to billions in potential losses.
“They think it’s a victimless crime, but they are consuming stolen content and paying the same price for it,” states Miruna Herovanu, AAPA’s Executive Director.
Shadow Consumption and Its Implications
Dr. Samahita categorizes this behavior as “shadow consumption,” where the demand for media is met through illegal channels instead of the legal marketplace. With rising subscription costs and overlapping rights, many consumers experience subscription fatigue, opting instead for free or low-cost alternatives.
“We’re living under a cost-of-living crisis, and for many, discretionary spending like entertainment is one of the easiest things to cut,” she explains. This suggests that the trend of illegal streaming may continue as users seek more affordable ways to access content without sacrificing viewing experiences.
A Call to Action for Sustainability
For smaller streaming services like Clubber, the stakes are high. “If we can’t maintain our revenue, we can’t continue to deliver quality content,” Doyle emphasizes. Recent strategies to counter piracy included posting older game streams, which triggered backlash from consumers reliant on dodgy boxes. This uptick in user complaints was an unexpected wake-up call, underscoring the community’s demand for quality sports coverage.
As the industry grapples with these challenges, the question remains: can smaller services survive in a market increasingly dominated by illegal alternatives?
For a more in-depth analysis of the state of piracy and illegal streaming, tune in to a special report airing on RTÉ Prime Time.
For a more comprehensive understanding of these evolving dynamics, check out the latest insights from Variety.
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