I think legally, rights holders have always been asshats. I remember something called a V-C-R and when media was on magnetic tapes… even back then, there were warnings at the beginning of films. That was back before there were stream content and you had to physical drive or walk to buildings that contained the videos and pay for a rental… and a lot of poeple would make their own copies.
I think the big things that have changed is:
The DMCA (and I mean the bill, not the notices people get bc of the bill) made “fair use” - like recording a personal copy of a rented or broadcasted film/music/etc - a lot tricker, legally speaking
People moving to consume most of their “standard” tv content from “no”-cost (technically paid for by non-skippable non-targeted ads) public broadcast over radio waves and picked up via tv antenae just like radio stations but with video to cable-tv networks that were tightly controlled by greedy bastards. (hint: all of those greedy cable-tv bastards are mostly all the same guys trying to control streaming services today, they just moved from cable to internet).
The expanse of the itnernet + increase of world population / percent of the world thats connected means that one copy is spread a LOT more than when a guy made a copy from a video rental store
Most companies have gotten more aggressive about marking their territory and pissing legal warnings all over there content than in the old days
That said, I hate big companies and even if it is morally untenable, I will still continue to pirate, bc fuck em. If I could download a car or a barrel of whiskey, I’d pirate those too. maybe someday we’ll get star trek-style replicators and i can finally download a car.