http://www.bbc.co.uk/news/uk-england-18614670

'"Increasing numbers of British consumers are moving to legitimate online services that offer films and TV programmes in high quality for rental or sale," said its director general Lavinia Carey.

"These businesses are relatively new and should not have to compete against pirate websites.'

The real world says hello. The key is understanding the user - see Apple, Amazon, Valve...

Yep. If people can get whatever digital content they want easily for a non-ripoff fee, then they will.
If they can't they'll pirate.