Piracy is coming.

3.7 million Brits plan to watch Game of Thrones Season 7 illegally

Fear cuts deeper than swords…

Have the recent arrests linked to Game of Thrones piracy deterred us from illegally streaming or downloading the Season 7 finale for free online?

Despite recent arrests, 77.8% of pirates intend to continue watching by illegal methods, totalling to over 7.7 million pirates! Only 1 in 5 pirates (22.2%) are deterred from pirating the heavily anticipated season finale following recent arrests, according to our latest research 2,008 Brits conducted in August 2017 via Google Surveys.

At £7.99 per subscription, if all pirates who have been discouraged from pirating the finale signed up for a Sky Atlantic subscription, this would equate to £17.5 million in revenue.

Before Season 7 arrived…

Chances are you’ll know that HBO’s Game of Thrones has taken the world by storm (unless you know nothing, like Jon Snow, that is). The heavily anticipated Season 7 of the series is set to premiere on July 17, 2017. Despite only consisting of 7 episodes, compared to a usual 10, fans have been promised that the war is here and winter has arrived, just like our need to tune in.

What time can I view Season 7, Episode 1?

The first episode of Season 7 will be launching at 2am, Monday July 17, in line with the official US broadcast. However, for those seeking a good night’s sleep, the episode will run again at 9pm.

Illegal downloading and streaming has become a popular option for viewers looking to follow the Starks and the Lannisters in real-time. We recently conducted a survey of 2,000 British adults, revealing that 21.2% of viewers plan to tune into this season illegally. That’s a total of 3,692,552 Brits either downloading or streaming illegally, or getting an illegally downloaded copy from a friend.

UK Online Piracy Infographic

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The majority of fans (78.7%) are choosing to respect the Iron Throne and tune in legally, either by watching it on Sky Atlantic (37.1%), streaming it on Now TV (19.2%), or watching it via SkyGo (6.9%).

For those trying their luck and hoping to avoid spoilers, 15.5% of fans won’t be watching it live, but instead will purchase it for later viewing. For those taking this route, you have been warned, for the internet is dark and full of spoilers.

Under the microscope

When it comes to gender, males are ruling with an iron fist. 38.5% of men will be tuning in this season, compared to 26.2% of women. To break it down further, 23.7% of males plan to watch Season 7 illegally compared to 17.3% of females.

It’s no surprise that millennials follow this series more closely than any other generation. Our research found that 60.6% of millennials watch GoT, and of these, 32.5% watch it illegally. Gen X is right on their tail, where 37.0% will be tuning in, 19.8% of whom will watch illegally. Of Baby Boomers, 18.0% plan on watching the new season, 10.6% of which won’t be paying their debts.

Of each region, those residing in London are the most likely to tune in this season (54.7%), followed by those in the North East (44.4%), and Northern Ireland (40.0%). There were also more pirates in London, with 1.2 million people expected to watch GoT illegally, followed by the North East (424,909) and Scotland (245,343).

How does UK viewership compare to fans from other Kingdoms (AKA Australia and the US)?

When it comes to viewership, Australia tops the list as most likely to watch Season 7 illegally, coming in at 30%. We closely follow them at 21%, while the US comes in third at a cool 5.4%. We’re not surprised by these results, as, compared to Australia, Game of Thrones is much cheaper and accessible across the globe, offering viewers more legal alternatives.

KingdomLikelihood of watching Game of Thrones illegally (%)
Australia30%
United Kingdom21%
United States5.40%

How can I watch Game of Thrones Season 7 legally, and how much should I expect to pay?

While signing up to services like Now TV or SkyGo to watch Game of Thrones might seem expensive, don’t forget that you’ll also have access to the library of content provided by the service for as long as you’re subscribed. There is an abundance of services that you can compare, varying in content and viewing methods, to see which fares best for you.

ServiceCost to watch Game of Thrones
Sky AtlanticSky TV The Original Bundle –from £22 per monthGo to site
Now TVNow TV Free 14 Day Trial– then £6.99 per monthGo To Site
SkyGoSkyGo– free to Sky TV customersGo to site

Source: Sky TV, Now TV

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