But they are fringe, an anomaly. Most people will happily pay for stuff if it's confortable enough. Don't focus on the tail end of the human behavior distribution. Steam makes a lot of money, the devs publishing there, too. Spotify makes a lot of money. Netflix makes a lot of money...
Piracy is easily reduced to anecdotical as soon as you don't offer absolute shit service for a lot of money, as LaLiga does.
Good service is still hard to compete with zero cost.