You might not realize it, but the use of so-called “dodgy” Fire Sticks to stream sports and TV content illegally is costing broadcasters and sports organizations billions every year.
This growing problem has caught the attention of the Premier League and other rights holders, who have been sounding the alarm about the financial damage caused by these devices.
Fire Sticks: From Legal Gadget to Piracy Tool
Amazon Fire Sticks themselves are completely legal devices, designed to stream content from legitimate sources.
The trouble is, many users “jailbreak” them—modifying the device to access apps that offer pirated sports and entertainment channels for free.
This widespread misuse has turned the Fire Stick into a major vehicle for piracy.
In fact, recent research shows that about 59% of UK Fire Stick owners have used these devices for illegal streaming in the past year alone.
That’s a huge chunk of people bypassing subscription fees and watching premium sports without paying for them.
The Scale of the Problem: Industrial-Level Theft
Experts say this isn’t just small-scale piracy anymore; it’s more like “industrial-scale” theft.
Tens of thousands of viewers at a time will tune into illegal streams of major events—like live football matches—pulling viewers away from legitimate broadcasters.
And when links to these streams get shared on social media, the numbers multiply exponentially.
Media companies like Sky and DAZN are particularly worried about this trend because it eats into their revenue and threatens their ability to pay for broadcasting rights in the future.
The Financial Impact on the Industry
Illegal streaming hits the pockets of broadcasters hard. For example, in the UK, the Intellectual Property Office estimates nearly four million people streamed live sports illegally in the past year.
Meanwhile, in France, the sports sector reportedly lost around €240 million (£200 million) due to piracy.
Broadcasting companies invest huge sums to secure exclusive rights for live sports.
They rely on subscription fees from fans to cover these costs.
When viewers cut corners and watch for free through illegal streams, these companies lose essential income.
Why Fans Are Turning to Illegal Streams
Many fans argue that the rising costs of watching sports legally is pushing them towards piracy.
To watch every Premier League game this season, the average UK fan would need to pay about £870 per year just for TV subscriptions.
When you add in other entertainment packages like movies, documentaries, and children’s shows, some households could be paying over £1,000 annually.
It’s no surprise that some feel priced out and turn to illegal options instead.
But this behavior has consequences far beyond saving a few pounds.
The Risks of Using ‘Dodgy’ Fire Sticks
The Federation Against Copyright Theft (FACT) has issued strong warnings to users of these illegal streaming devices.
They remind people that using or distributing modified Fire Sticks and illegal IPTV subscriptions is against the law—and can lead to serious legal trouble.
FACT has been actively working with police to shut down these piracy operations, conducting raids, sending cease-and-desist letters, and even pursuing criminal prosecutions when necessary.
Real Consequences for Pirates
Take the case of Sonny Kanda, who was jailed earlier this year for two years after illegally streaming sports and defrauding providers of over £108,000.
FACT’s CEO, Kieron Sharp, said this sentencing sends a clear message that illegal streaming is a crime with real victims.
Sharp emphasized that piracy not only damages creative industries and costs jobs but also puts consumers at risk of data theft and can be linked to other serious crimes.
What Happens Next?
The crackdown on illegal streaming isn’t slowing down anytime soon.
FACT and law enforcement agencies will continue to target the suppliers and users of these dodgy devices, aiming to protect the future of sports broadcasting and the creative industries.
For fans, the message is clear: while it might seem tempting to save money by using illegal streams, the risks and wider consequences are simply not worth it.