The average consumer won’t pirate it unless it’s easier to obtain the pirated copy than a legit version. They’ll suffer through ads, poor quality, high prices. A good example is music - I’d bet audio piracy is bordering on a rounding error of 0 because of Spotify, Apple Music and YT music. Meanwhile, for video content you need to subscribe to Netflix, Prime, Hulu, Apple TV, and even then you won’t get access to all of the “big” shows. Sky sports and co show that the vast majority of people are willing to pay for the content but when the service and availability suffers they’ll go elsewhere