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Major Brand Ads on Pirate Sites Surged 80% in a Year, EUIPO Finds
news.movim.eu / TorrentFreak • 12:12 • 4 minutes
For many pirate sites and apps, ad revenue is the only viable lifeline. This is why the advertising industry is an important ally in the fight against piracy.
Over the years, several ad-focused anti-piracy initiatives and partnerships have tried to prevent branded ads from appearing on these sites.
To track what kinds of ads appear on pirate websites and apps across Europe, the EU Intellectual Property Office ( EUIPO ) commissioned UK-based research firm White Bullet. The resulting report is one of the most detailed pictures available of how online piracy is funded.
The latest report on the state of the pirate advertising landscape was published this week. It covers 5,671 websites and 337 mobile apps monitored across 18 EU member states from January to November 2025, with the UK and US included as control countries.
White Bullet compiled a similar advertising report for EUIPO in 2021 and 2024, which makes it possible to measure progress over half a decade.
Major Brand Ads Surge on Pirate Sites
In 2024, major brands accounted for 20% of all estimated ad impressions on the monitored pirate websites. In 2025, that figure reached 36%, which is an 80% market share increase in a single year.
The EUIPO report defines major brands as those appearing on recognized industry lists such as the AdAge Global Marketers Index, and the Forbes Global 2000. These are not obscure companies, but include some of the most recognizable companies in the world. None are mentioned by name.
The increase in major brand market share on pirate sites is not an isolated incident. On the contrary, major brands represented just 3% of pirate site ad impressions in the 2021 report, which means that the cumulative increase over the past five years is over 1,000%.
The report also provides a possible reason for the increase, linking it to the termination of industry policing efforts. These may be connected to the EU’s MoU on online advertising and IPR, which has published no updates since early 2023.
“The massive growth in Major Brand advertising on IPR-infringing websites may be correlated with the 2023 termination of several coordinated outreach programmes focused on educating brands that had been placing advertising on IPR-infringing websites,” the report states.
The report does not mention any programs by name, nor is there hard evidence that their termination is driving the increase. It does, however, highlight some other intriguing trends.
Most Ads on the Worst Sites
The pirate sites tracked in the report were classified as either“high-risk” or “illegal”. Sites in the latter category are deemed copyright infringing by judicial or administrative authorities, typically as part of site blocking schemes.
These “illegal” sites featured by far the most major brand ads, growing to 59% of all ads on these sites in the fourth quarter of 2025. This means that on known pirate sites, major brand advertising is now the single largest category of ad content.
This problem is further illustrated by the performance of existing advertising blocklists, including those offered by the UK’s City of London Police Intellectual Property Crime Unit (PIPCU) and the WIPO ALERT platform .
These lists should help to prevent ads from appearing on pirate sites. However, the 2025 data suggests they fail to reach this goal.
Of the 404 pirate sites on PIPCU’s IWL blocklist , major brand advertising from UK advertisers reached 73.8% of estimated ad impressions, which is well above the pirate site average.
This doesn’t necessarily mean that the blocklist itself is inadequate. Instead, the report finds that two brands with “global operations from China” together accounted for 96% of estimated major brand ad impressions on these sites. Logically, these Chinese brands do not use PIPCU’s blocklist.
Relatively Speaking
The report’s headline figures deserve some context, as we also noted when covering last year’s edition.
The 80% year-on-year increase in major brand ads is a relative share figure, not an absolute count. The total pool of monitored websites shrank from 7,250 in 2024 to 5,671 in 2025, and overall estimated ad impressions in the monitored countries dropped from 14.4 billion to 12.7 billion over the same period.
Last year, the data left room for an alternative explanation, suggesting that the surge in major brand ads was partly driven by a collapse in low-quality non-brand advertising, with the overall number of ad impressions dropping rapidly.
However, this doesn’t hold up in 2025, as the major brand share surged again, while the total advertising pool is shrinking far more slowly.
Big Business?
All of this raises the obvious question: how much money are pirate sites actually making from advertising?
The report estimates that worldwide ad revenue for the 5,671 monitored pirate websites reached 382 million euro ($433 million) in 2025. The 18 monitored EU countries accounted for 28.5 million euro.
The average pirate website generated 22,261 euro in estimated annual ad revenue, while the average pirate app brought in 44,447 euro.
Those figures are estimates based on extrapolated data, and the report points out that the actual numbers may be different. Also, there will be some large sites making well over a million annually, while most smaller ones make a few euros per day, if at all.
While piracy apps bring in more revenue than sites, on average, the earnings per impression are slightly lower for apps. Similar to sites, apps also saw an increase in major brand advertisements, from a 7% share in 2024 to 16% in 2025.
An overview of these and many other pirate advertising trends is available in the full EUIPO report, which is available below.
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The full report , titled ‘Online Advertising on IPR-Infringing Websites and Apps 2025’ was originally posted on the EUIPO website .
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