> see things like their $3,000 gaming PC build, but if they see a chance to avoid paying $10-20 for something they will take it.

A common phrase used to be "I pirate the software so I can afford the hardware". There's a tangibility to hardware that's not present for software and media, which means many people simply don't feel it's worth what is being charged, especially media intended to be consumed once and forgotten about (e.g. a sports match). Computer hardware is a durable good.

That said, I pretty much stopped pirating things when Steam got decently good and I was working a normal professional job. Prior to that, I really did have to choose what I was willing to pay for, and I really did get a better experience using pirated software vs buying the legit thing. At this point though, I get a better than average experience through Steam on Linux (I just avoid any games with Denuvo or other kernel-level bullshit), and I can easily afford both the hardware and the software, so the convenience and quality of experience + my better purchasing power makes it pointless to even engage in piracy anymore.

I'd like to think I'm a rational actor, sort of, and so are a lot of other people. Paying 79-115 EUR/mo to watch a few matches, in a country where the average monthly take-home pay is around 1700 EUR, you're talking about asking for nearly 7% of the average take-home pay /just/ to watch soccer. To put this into context, the common wisdom is to spend 30% on housing, so La Liga is saying its reasonable to ask a Spaniard to spend 1/4th what they do on housing on just the ability to watch soccer matches. No wonder people would rather find pirated streams.