Sky has launched a fierce attack on Amazon, claiming the tech giant needs to do far more to combat what’s becoming a “crisis” in sports piracy through illegal IPTV services.
These unlicensed streaming services, which often use modified Fire TV Sticks as their delivery method, are costing broadcasters “hundreds of millions of dollars” according to Sky.
Therefore, in a move that could worry many legitimate Fire TV users, Sky is specifically calling on Amazon to restrict the ability to sideload apps onto their popular streaming devices – a capability that enables both legal customization and illegal streaming.
Speaking at the recent FT Business of Football Summit, Sky’s chief operating officer Nick Herm didn’t hold back, saying that Amazon’s Fire TV Sticks now account for “probably about half of the piracy” of Premier League football in the UK alone.
“If you speak to friends and colleagues, [or] you watch football, people will know that you can get jail-broken Fire Sticks, and you can access pirated services on Fire Sticks,” Herm told attendees at the conference.
According to Sky executives, the situation has become so widespread that Fire TV devices are now synonymous with illegal streaming in some circles.
They even claim football fans at some grounds have started chanting “we’ve got our Fire Sticks” during matches, with Herm adding: “There are football fans who literally have shirts printed out that say Fire Sticks on them.”
What Sky Wants: Block Sideloading
The most controversial aspect of Sky’s demands is what they want Amazon to actually do about the problem. Herm specifically called for Amazon to “lock down or impose controls and restrictions on the use of side-loaded unofficial apps on the devices.”
This is a significant request because sideloading – the ability to install apps from outside the official Amazon App Store – is a feature many legitimate Fire TV users value highly.
It allows them to install useful applications that Amazon doesn’t offer through its official channels, without any piracy involved.
Herm didn’t mince words about Amazon’s response to the issue so far, stating: “With some of the tech giants, Amazon in particular, we do not get enough engagement to address some of those problems, where people are buying these devices in bulk.”
Amazon Pushes Back
In response, Amazon defended its position, highlighting its commitment to “providing customers with a high-quality streaming experience while actively promoting a streaming landscape that respects intellectual property rights.”
The company pointed to its role as a co-founder of the Alliance for Creativity and Entertainment (ACE), which works to shut down global piracy operations.
They also mentioned their policy prohibiting the sale of illegal streaming devices and apps that infringe on third-party rights.
“On Fire TV, we’ve always encouraged our customers to use legal channels for accessing content and have included on-device warnings informing customers of the risks associated with installing or using apps from unknown sources,” Amazon added.
At the centre of this high-stakes dispute between Sky and Amazon lies a technical question: How do Fire TV Sticks become tools for piracy in the first place? The answer lies with IPTV.
What Is IPTV and How Does It Work?
IPTV is simply the technology that delivers television content over the internet, rather than through traditional terrestrial, satellite, or cable TV formats.
Legitimate streaming services like Netflix, Disney+, and BBC iPlayer all use IPTV technology, paying the necessary royalties to content providers.
The problem comes with unauthorised IPTV services that offer premium content at suspiciously low prices or even for free.
These services typically operate using custom applications that can be installed onto streaming devices.
The business model usually involves paying a small monthly fee to the illegal service provider – much less than legitimate subscription costs – who then pockets the money without paying any licensing fees to the actual content creators or rights holders.
The Fire TV Stick Connection Explained
For those wondering why Fire TV Sticks have become the focus of this issue, it’s worth understanding their connection to the world of illegal streaming.
Amazon’s Fire TV Stick has become wildly popular as a streaming device – and for good reason. These small, affordable gadgets transform any TV into a smart streaming hub for countless legitimate services.
But alongside their intended uses, Firesticks have also caught the attention of those looking to bypass legitimate streaming services – which is where things get potentially illegal.
While the device itself is completely legal, the issue arises when people modify or “jailbreak” these Firesticks to install unofficial apps that provide unauthorised access to premium content.
This process has become increasingly common, partly because Fire TV devices are relatively open compared to competitors like Roku, making it easier to install apps from outside Amazon’s official store.
What Is Sideloading, and Is It Legal?
“Sideloading” (sometimes incorrectly called “jailbreaking” when referring to Fire TV devices) simply means installing applications that aren’t available through the official Amazon App Store.
Importantly, sideloading itself isn’t illegal in the UK. Many people use this capability for perfectly legitimate reasons:
- Installing region-specific apps not available in the UK App Store
- Running alternative media players that offer better functionality
- Using apps that Amazon doesn’t offer but that access legal content
- Installing older versions of apps when newer updates have problems
The legal issue only arises when people use sideloaded apps to access copyrighted content without proper authorisation.
These “fully loaded” Firesticks, as they’re often advertised online, typically come pre-installed with apps that promise access to:
- Premium TV channels
- Live sports events (especially Premier League matches)
- Latest films still in cinemas
- TV shows from subscription services
- Pay-per-view events
If Amazon were to bow to Sky’s pressure and restrict sideloading, it would represent a significant shift in how these devices function.
For the many users who value the ability to sideload approved apps that simply aren’t available in Amazon’s store, it could substantially reduce the functionality of their devices – affecting legitimate users far more than determined pirates, who typically find workarounds to technical restrictions.
Recent UK Crackdowns: Fire TV Sticks at the Centre
UK authorities have been taking increasingly serious action against both sellers and users of modified Fire TV devices, with many cases making headlines in recent years:
The Liverpool Conviction
Jonathan Edge, 29, received a three-year and four-month prison sentence for running a Firestick modification operation from his home.
What made this case particularly eye-opening was that Edge received a separate concurrent sentence specifically for watching the illegal streams himself. When police seized his phone, they discovered details of over 500 customers who had purchased illegal streaming devices.
The Newport Raid
As part of a nationwide sweep targeting 30 homes across the UK, a 42-year-old man in Newport was arrested for selling modified Firesticks and illegal IPTV subscriptions.
Multiple digital devices were seized during the raid, with the suspect remaining under investigation.
The £1 Million Premier League Scheme
Steven Mills, a 58-year-old from Shrewsbury, was sentenced to two and a half years in prison for operating an illegal streaming service that made £1 million over five years.
His operation used custom apps on Fire TV devices to distribute Premier League matches to over 30,000 subscribers.
The Mass Crackdown
In a coordinated effort across the UK, authorities targeted 40 illegal IPTV operators, with FACT and police forces conducting raids from Essex to Dundee.
The operation led to three significant arrests and the removal of over 3,000 online adverts for illegal services from social media platforms.
Protecting Yourself: How to Stay Legal
With authorities clearly taking streaming piracy more seriously than ever, it’s important to be aware of the red flags that might indicate a potentially illegal streaming service or device:
- Be wary of Firesticks advertised as “fully loaded” or promising “free premium content”
- Be suspicious of unusually low prices for access to premium content
- Avoid purchasing devices from non-standard retailers or social media marketplace sellers
- Be cautious of pre-installed unfamiliar apps that promise free access to paid content
- Be wary of services requiring payment through non-traditional methods
Remember that while modified Fire TV Sticks might promise a world of free or low-cost content, they often come with significant risks beyond the legal implications.
These can include exposure to malware, personal data theft, and unreliable service with no customer support when things go wrong.
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How come when there is an industry issue like this then the technology is available to fix it – e.g. block the practice. But when asked to secure the safety of individuals from scams, mascarding sites, or unwanted/obnoxious content it somehow is beyond the tech giants.
Whilst they’d prefer you use their AppStore and their curated apps, they’re reluctant to totally hobble kit for genuine customers who simply want the ability to instal a legit service they don’t offer. I have no need of a Firestick but do have a Fire tablet on which I side-loaded Google Play so as you can access a greater range of apps.
As Amazon might be a victim of piracy too I’d expect they would differentiate if they could 🤷🏼