Well, I went to cancel mine too but when I read into it, if you stream any live events - on YouTube or NowTV such as the footie - then you need a TV licence. It doesn't matter what you are watching, what you are watching it on, if its a live event then you need a TV licence. So, to just playback how totally immoral this is: I boot up my Win10 PC, I use my EE broadband connection to access Google's YouTube service to watch a Live stream from Space X on the crew dragon launch. The BBC play absolutely no part in either the production nor the broadcast of any of that. And yet they claim that they should be paid (by proxy of the TV licence) for me doing so.
You bring up an excellent point, but I feel I need to clarify something you have said, to the best of my knowledge and understanding.
You are quite correct in the sweeping statement they make about a licence required for any live TV streaming.
However, my understanding is, in actual real-world reality this only applies to live broadcasts that come from a company who's role/job? is to show live TV programming.
It does not apply to live single events from companies that have nothing to do with content delivery for their actual business.
So, things like a twice yearly Apple Live Stream of an Apple Event, or the same from Google, Samsung, SpaceX would be the same. They are not a content provider, and whilst one could say it's a Live Program, it's not something anyone would class as a Live TV Show/program when it came to any law/prosecution.
The same would apply to say me, live streaming on YouTube for a hour. I'm not a Live TV Channel.
No one is going to suggest for example you need a TV Licence to use Skype or Facetime to chat with friends/family, as again, you ARE streaming and watching Live Video.
But it's not coming from a actual TV content provider.
The BBC's sweeping statement about ANY live broadcast is like a GIANT brush that attempts to sweep over something. And should be more detailed as in above examples.
If you watch Live Football on TVNow for example then yes, that's content from a official/proper content provider.
If you watch Live Football on Facetime of your granny in her knickers kicking a ball around her back garden, then you don't need a licence as that's not a official/proper content provider.
Note: This is my common sense understanding of the reality of the current situation.
If anyone disagrees/feels I'm wrong, then please say so