A new report has accused major tech companies of enabling the widespread theft of premium video content, particularly live sports, by failing to take decisive action.
The research conducted by Enders Analysis claims that Amazon, Google, Meta, and Microsoft have shown a lack of urgency and concern over an issue that is costing broadcasters significant revenue and exposing users to cyber threats.
Researchers Gareth Sutcliffe and Ollie Meir pointed to the Amazon Fire Stick as a key tool used by individuals to access illegal streams, calling it a "piracy enabler."
In response, Amazon told BBC News that it is committed to combating piracy and remains vigilant in its efforts.
The piracy of sports content has grown alongside the soaring value of global sports media rights, which surpassed $60 billion last year. As prices for legal access rise, many fans turn to illegal streams to watch matches, particularly high-profile events.
Enders noted that individual sports matches, such as popular football games, are often available on multiple illegal streams that draw tens of thousands of viewers each.
Executives at major broadcasting companies, including Sky and DAZN, have repeatedly warned about the financial threat piracy poses to the industry. Nick Herm, Sky Group’s chief operating officer, said the report underscores the scale and damage of piracy on premium live sports.
He called for quicker and more coordinated action from major tech firms and governments to safeguard the UK's creative sectors.
The risks extend beyond financial losses. The report warns that fans using illegal streams may unknowingly expose sensitive data like credit card details and email addresses, leaving them open to malware and phishing attacks.
Many viewers argue that reducing the cost of legal streaming would be a more effective solution to the problem.
Enders focused its research on the European market, specifically examining the roles of Amazon, Google, Meta, and Microsoft. Meta was criticized for hosting ads promoting illegal streams, while the technologies provided by the other firms were seen as contributors to the problem.
According to the report, Amazon’s Fire Stick is one of the most widely used devices for accessing pirated sports streams. Although the product is intended to deliver content from services like BBC iPlayer and Netflix, it is also frequently reconfigured for illegal use.
In one case last November, a Liverpool man was sentenced to prison for selling modified Fire Sticks that enabled access to unauthorized Premier League streams. Another individual received a suspended sentence for a similar offense.
Sky data shared with Enders revealed that 59 percent of UK users who admitted to watching pirated content through a device had used an Amazon Fire product.
Enders concluded that the Fire Stick facilitates piracy worth billions of dollars.
An Amazon spokesperson emphasized that pirated content violates the company’s intellectual property policies and jeopardizes customer safety. The spokesperson added that Amazon warns customers against using apps from unknown sources and has introduced changes to its devices to reduce piracy.
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