According to a new survey from Irdeto, 32% of U.S. consumers watch pirated video content. Of this group, 24% are most interested in TV shows, while another 24% are most interested in movies currently in theaters, with another 18% interested in movies that are already on DVD and Blu-ray. Sports and SVOD content were further down the list.

Worse, when respondents were told that piracy results in studios losing money, in turn reducing their ability to invest in new content, 39% said this had no impact on how much pirated video they watch. And just 19% said this financial damage would cause them to stop watching pirated video. It’s also worth noting that 69% of respondents said they knew consuming pirated video is illegal.

Clearly, even though subscription and ad-supported online video are flourishing, the industry is still losing out on a lot of potential revenue. While Irdeto emphasized that there are multiple anti-piracy steps content owners can take, obviously there is still a lot of work to be done.

The survey was conducted from December 29, 2016 to January 3, 2017 by YouGov, among 1,190 U.S. adults 18+.