A new report has accused major tech companies of allowing widespread piracy of premium video content, especially live sport.
The research, from Enders Analysis, says Amazon, Google, Meta and Microsoft have shown “ambivalence and inertia” towards a growing problem costing broadcasters billions.
Live sports are a key target, with global media rights now worth more than $60 billion. As legal viewing prices rise, many fans turn to illegal streams, often unaware of the risks involved.
Researchers Gareth Sutcliffe and Ollie Meir singled out the Amazon Fire Stick, calling it a “piracy enabler” commonly used to access illegal content.
Amazon responded, stating it remains “vigilant in our efforts to combat piracy” and works to protect customer safety and privacy.
Meta was criticised for allowing illegal stream adverts, while Microsoft and Google were blamed for weakening digital protection systems that were once effective.
The study also warned that users of illegal services are more exposed to cyber threats, including malware and phishing attacks, especially when giving personal details online.
Sky’s Chief Operating Officer Nick Herm backed the report, saying piracy threatens investments in high-quality content and needs faster action from tech firms and government.
The report claimed 59% of UK users watching pirated content via devices used Amazon products, often Fire Sticks modified and sold illegally through social media.
Meanwhile, Digital Rights Management (DRM) tools from Google and Microsoft are said to be “in steep decline”, with outdated systems failing to stop piracy.
Calls are growing for urgent reform in tech responsibility and stronger efforts to protect creative industries.
