Well the key word here would be threatens and rampant. Which is sort of the absolute of extreme end of the augment.

For example Adobe and Microsoft has turned a blind eye on piracy for years. I believe it was Steve Jobs who had the gut to point out the obvious, Student on campus just pirate their Photoshop.

For content, you could derive additional revenue from non-content product like merchandise or other form of cross-industry IP sharing. You cant have these sort of deals without getting significant mindshare of the public. And for some piracy is part of it. Think Game of Thrones. The most pirated TV shows on the planet. And is the same with Music. Most artist dont earn much with licensing, streaming or disc sales any more. It is about live performance tours and merchandise. Streaming Music isn't doing as well as most media would like you to believe, such as back to to the peaks of 90s without accounting for inflation and population difference.

That is why I sort of think in the future some content could end up going the freemium model. Just like how mobile games are doing.