- Amazon is beginning to actively block apps identified as providing access to pirated content
- The block is applied at the device level and affects all Fire TV Sticks globally
- Since the block is on the device itself, using a VPN will not bypass the restrictions
In a significant step to combat digital piracy, Amazon has begun a global rollout of a new system designed to block unauthorized, sideloaded applications on its popular Fire TV Stick devices.
The crackdown targets so-called ‘dodgy’ or ‘fully loaded’ Fire Sticks that have been modified to illegally stream premium movies, TV shows and live sports, and comes with a twist that neutralizes a common solution.
The practice of “sideloading,” installing apps outside of Amazon’s official Appstore, has given users access to a wide variety of piracy-enabling services for years.
While Amazon has always operated its own store, this marks a major escalation as the company will now actively prevent these third-party apps from working directly on the device itself, a strategy developed in collaboration with the Alliance for Creativity and Entertainment (ACE), a global anti-piracy coalition.
This new measure will affect all Fire TV devices, not just new models, through software updates.
Users who rely on sideloaded apps for illegal streaming will find these applications disabled, effectively ending the era of the ‘dodgy Fire Stick’ as a reliable piracy tool.
The move comes as a clear statement of intent from the tech giant to protect creators and protect customers from security risks, such as malware and viruses, that often accompany pirated content.
Prevention solutions
For years, many streamers have used the best VPN services to mask their IP addresses and bypass geo-restrictions or hide their activity from ISPs.
However, this popular privacy tool will be completely ineffective against Amazon’s new anti-piracy measures. The blocking does not occur at the network level, where a VPN could redirect traffic; instead, it is implemented directly on the Fire TV’s operating system.
Because the device itself will be responsible for identifying and disabling the unauthorized apps, a VPN’s ability to change a user’s virtual location and encrypt their connection is irrelevant. The app is simply prevented from running, regardless of what the network traffic looks like. This device-level approach is a more robust and permanent solution to the piracy problem that has plagued the platform.
The move is also linked to a broader shift in Amazon’s strategy. Newer devices, like the Fire TV Stick 4K Select, ship with Vega OS, a new operating system that deviates from the easily modifiable Android-based Fire OS.
This new system is more locked down, making it much more difficult for users to install software that is not expressly approved and listed on the Amazon Appstore.
While this global block will inevitably receive some backlash from users who have come to rely on these devices for free content, Amazon prioritizes its legal obligations and relationships with content creators.
For the vast majority of Fire TV Stick owners who use the device to stream legitimate services like Netflix, Disney+ and Amazon’s own Prime Video, nothing will change. But for those sailing the high seas of digital piracy, the tide is officially turning.
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