Less than one in two 16 to 34 years olds believe they should pay to download TV and movies from the web, says The Industry Trust for IP Awareness (Itipa).
Despite this, 74 percent happily pay for cinema tickets and DVDs. In a bid to re-educate this group of illegal downloaders - which Itipa calls "Generation Y-pay?" - the anti-piracy group is launching 'Connected to British Film and TV', a new awareness campaign being backed by a number of actors including Lock, Stock and Two smoking Barrels star Nick Moran.
The campaign, which is also being backed by former Eastenders stars Matt D'Angelo and Tamzin Outhwaite, aims to show web users that the money spent on purchasing cinema tickets and downloads is re-invested into the industry in a bid to create new content.
"Every time you pay for a cinema ticket, a DVD or Blue-ray, or a legal download, it makes great British films happen and highlights the immense wealth of constantly emerging talent we have in this country. So you're the real stars of British Film and that's what the Connected to British Film and TV campaign is celebrating," Moran said.