Subscription TV is under threat from pirated streaming services, according to the polling organisation YouGov.
In a new study, YouGov says some 10 per cent of the UK population (around 4.9 million adults currently have access to platforms such are illegally accesing content through Kodi boxes or possess Amazon Fire TV Chipped Sticks, and illegal streaming apps on smartphones and tablets.
This has led to around 830,000 people having cancelled at least one subscription service. YouGov says the actual number of cancelled services is likely to be lower due to the discrepancy between households and individuals.
A third (31%) of those who use pirated streaming platforms but who have paid-for TV services believe they will cancel their subscriptions over the next 12 months.
Those using the pirated platforms are more likely to be younger; 18-34 year-olds account for 37% of users (1.8 million people).
A qualative study run alongside the research showed a disregard for what damage might be done to the sector with the perception that an industry making the money it does could afford to lose streaming revenues.
