A fresh demand to stop people streaming illegally could put more pressure on this growing trend of watching online for free.

Despite recent attempts at banning content, such as Premier League streams, free TV players and streaming sites continue to be hugely popular.

Recent news revealed that over 30 million people now have Kodi in their homes with 70 per cent admitting that they used it to stream content without permission.

Kodi is totally legal but add-ons can be used to access premium content without paying for a subscription.

And it's this type of illegal online activity that is, once again, coming under attack.

Stan McCoy, managing director at the ‎Motion Picture Association’s EMEA, has issued a stark warning to the UK government demanding more is done to protect the creative industries.

In a message posted on Screen Daily he tells Britain’s new Culture Secretary, Matt Hancock, to "support a responsible online environment."

Speaking about the issues of online streaming, McCoy warns: "A joined-up strategy to curb proliferation of illegal, often age-inappropriate and malware-laden content online must include addressing the websites, environments and apps that host and facilitate piracy.

"In addition to hurting one of Britain’s most important industries, they are overwhelmingly likely to harm children and adult consumers through nasty ads, links to adult content with no age verification, scams, fraud and other unpleasantness."

And the movie boss also wants more done to stop Kodi-style boxes that are capable of accessing premium content without paying.

"Banish dodgy streaming devices from lawful commerce," says McCoy

"Illegal streaming devices loaded with piracy apps and malware – not to mention the occasional electrical failure – are proliferating across the UK, to the detriment of consumers and industry.

"The sector is still waiting for the Intellectual Property Office to publish the report on its Call for Views on this subject.

"This will be one of several opportunities, along with the promised Digital Charter, to make clear that these devices and the apps and content they supply are unacceptable, dangerous to consumers, and harmful to the creative industry."

Although many people don't believe they are doing anything wrong by streaming content for free it does have an impact on the industry that creates it.

And this is why McCoy wants more done to protect businesses, saying: "We are one of the country’s most valuable economic and cultural assets – worth almost £92bn, growing at twice the rate of the economy, and making a positive contribution to the UK’s balance of payments."

This fresh demand comes as illegal streaming has come under more scrutiny.

The Pirate Bay has suffered a new block in Holland which now means ISPs must stop users accessing the torrent site and a new legal battle in the US could change the face of streaming forever.

TickBox TV is a popular streaming set-top box, powered by the Kodi media player.

But according to Hollywood studios, the Georgia-based company includes instructions for a number of Kodi add-ons that enable users to stream paid-for content for free.

Much of this paid-for content is generated by the likes of Disney, 20th Century Fox, Paramount Pictures, Warner Bros, Amazon, Netflix – which are all part of the Alliance for Creativity and Entertainment.

The ACE last year filed a lawsuit against TickBox, and a ruling in the case is due soon.

The ACE believes these set-top boxes are nothing more than piracy tools, allowing buyers to stream copyright-infringing content.

TickBox have maintained their innocence, saying the device is a simple computer like any other which is perfectly legal, TorrentFreak reported.

TickBox have said they don’t have anything to do with the ‘Themes’ that users can select on their device.

If found guilty it could open the floodgates to more add-on providers being prosecuted, fined and even face jail terms.