The number of people in the UK illegally streaming sports and other paid content has skyrocketed, according to police, putting increasing pressure on law enforcement already stretched thin.

Detective Chief Inspector Emma Warbey, head of the Police Intellectual Property Crime Unit (PIPCU) at the City of London Police, says the problem has “gone through the roof.” While her team focuses on dismantling the criminal networks behind the scenes, the growing ease with which individuals access pirated content — often via so-called “jailbroken” firesticks or “dodgysticks” — makes it difficult to prosecute everyday users.

These streaming devices, often modified to access paid content for free, are becoming increasingly common. They can stream sports and entertainment from around the world without proper authorization, a trend that broadcasters argue is damaging the value of sports broadcasting rights.

Despite how widespread the issue has become, Warbey warns users against thinking it’s harmless or risk-free. “It’s not a victimless crime,” she said. “That money is often funneled into organized crime—everything from drug trafficking to modern slavery and fraud.”

While catching every individual user isn’t feasible, Warbey emphasized that her unit is prioritizing the major players, the resellers and the organized crime groups powering these networks.

The unit uses tactics like “cease and desist” letters to discourage small-time sellers. These warnings can be effective, especially when recipients realize the legal risks. “If you’re 22 and doing this from your bedroom, and the police come knocking, that’s a big deal,” Warbey added.

But even beyond the legal implications, there’s a personal risk. Users may unknowingly hand over sensitive data to criminals, putting themselves at risk of identity theft and fraud.

Broadcasters like Sky are calling on tech companies to do more. Just last month, Sky criticized Amazon for not cracking down harder on misuse of its Firestick devices, which are reportedly used in about half of illegal Premier League streams in the UK. The financial impact is significant, with hundreds of millions lost.

Amazon responded by saying it prohibits the sale of illicit streaming devices and provides warnings on its Fire TV devices about the risks of installing unauthorized apps.

The cost-of-living crisis has also contributed to the rise in piracy, with more consumers seeking out cheaper (albeit illegal) ways to watch premium content.

Whereas Warbey’s unit is funded by the UK’s Intellectual Property Office and works closely with other law enforcement agencies and broadcasters, private companies like Sky can also pursue their own legal action, and some have won court orders to block access to piracy services.

Last year, PIPCU participated in an international operation that took down one of the world’s largest illegal streaming services, used by around 22 million people. A major case tied to that operation is heading to court later this year.

Illegal streaming might seem like an easy, victimless shortcut but police are urging the public to think twice. What seems like a harmless hack can have serious legal and ethical consequences, and ultimately helps fuel organized crime.