Ever heard of "ripping" a disk, a stream, or a download? Movies, series, and video games get paid for by someone who then proceeds to make unauthorized copies, they very rarely come from anyone at the studio.
Lost sales are "legal" damages, which doesn't mean they're actual loss of anything, since people who were not going to pay, are worth exactly $0.
It's different when bootleg copies get sold, since then there is an actual payment that isn't going to the right person.