A new study has revealed that a majority of sports fans in the United Kingdom consider illegal live streaming of matches to be socially acceptable.
According to the 2026 Sports Industry Report, 58% of the general public and 66% of professional athletes believe that using illegal streaming services is acceptable, despite their strong interest in sports and the fact that broadcasting rights represent a major source of income for clubs and players.
The findings come as UK police intensify their crackdown on suspicious Amazon Fire Stick devices across the country in an effort to combat sports piracy.
The report suggests that high subscription costs for official broadcasters are pushing fans toward illegal alternatives, particularly with Paramount+ set to begin broadcasting the UEFA Champions League in 2027.
This move could raise annual viewing costs for fans to more than £1,350.
The survey also highlighted growing concerns over affordability, with 67% of respondents believing that attending live sporting events will become a luxury in the coming years.
An investigation by the Daily Mail Sport found that around 59% of Fire Stick owners admitted to using the device for illegal streaming.
In response to police action, some retailers have suspended related services.
The Federation Against Copyright Theft (FACT) is working closely with authorities to prosecute users of illegal streaming services, following a series of arrests linked to pirate streaming platforms and websites.
Meanwhile, data from the UK Intellectual Property Office showed that approximately four million people in the UK illegally streamed live sporting events over the past year, underscoring the widespread nature of the issue despite ongoing enforcement efforts.
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