The proliferation of illegal IPTV services is a direct result of the fractured streaming and PayTV market. In many European countries you need up to 5 services to follow all your favorite football teams League, Champions league, cup and Nations League (bleh!) games. This can add up to close to 200 Euros per month in countries like the UK or Switzerland.
Additionally, in the UK the only way to watch your teams 3PM match on the telly (as they like to say) is to subscribe to a foreign service illegally as they are blacked out locally and there is no legal way to purchase foreign subscriptions.