Piracy is growing strongly in Argentina and the risk is no longer just legal: the hidden cost of “everything free”

In this context, ATVC and CAPPSA launch a campaign that aims to dismantle the idea of “free”. The axis is direct: what cannot be paid for with money you pay with information. The initiative seeks to stress this logic, promote responsible consumption and push towards legal alternatives, while warning about a circuit that captures, processes and monetizes data without user control.

“Today almost the 50% of homes with Internet in Argentina consume illegal contentand the growth of piracy in recent years confirms that we are facing a structural change. It is no longer just an industry problem, but a phenomenon that also directly impacts users,” he says. Federico Fornellipresident of ATVC.

“Illegal platforms not only distribute content, they also capture and monetize personal data. That is why the axis of this campaign is clear: when you consume piracy, you pay with your data. The challenge is to make this risk visible and move the conversation towards digital security,” he adds. The warning redefines the problem: content is the entry point, not the final objective.

The figures confirm the turn. Between 2020 and 2025, pirate consumption grows by 108% measured on homes with internet. Today, the 47% access illegal content through Smart TV, websites, apps or TV Box. The phenomenon reaches 34% of total households of the country and exceeds the regional average in live broadcasts, where demand intensifies the use of informal circuits.

“We believe that this is the time to give a new conversation about piracy. This campaign arises from a joint effort between the industry and the media to speak directly to the user. We seek to raise awareness through information and explain that behind consumption that seems free there are real risks”, he claims Sergio Veigapresident of CAPPSA.

The consumption map reveals priorities: movies (85%), series (79%), sports (58%), documentaries (52%) and pay TV signals (42%). Live, the soccer concentrates 76%, followed by motorsports (26%) and tennis (17%). Piracy does not discriminate formats or audiences; It capitalizes on the immediacy and fragmentation of the offer to expand.

He riskon the other hand, does discriminate: it points to the data. Access to illegal platforms exposes you to information theft, bank account hackingpersonalized frauds and malware capable of enabling remote access without knowledge. The promise of quick access turns into persistent vulnerability, with consequences beyond entertainment.

The campaign asks an uncomfortable question: What do you give up in exchange for watching without paying?. The approach seeks to displace entrenched behaviors and reorder incentives in an ecosystem that depends on trust. Without that foundation, the value chain erodes. With it, the industry sustains employment and production, and the user reduces their attack surface.