They need to be more aggressive. Add consumption limits per IP or even AS, send out emails or notices to high consumption IPs and tell them they will be blocked unless they pay, throttle speeds for free usage and request payment for unthrottled usage. They can also use a different protocol that allows distributed delivery like torrent files or even IPFS (which could force investment in the technology) and so on.

Companies are shameless and cheap. Do what’s best for you, not for companies.