Here is what I do to keep my brother not feel humiliated.
Just wake up, and say "Dude, why are you watching a "movie" at this hour. DON'T LOOK AT HIM. So when he hears you, he can quickly zip up his britches and close out of his research. First, he makes an excuse like "Uhh, I wanted to watch this right now" or something, and you can just tell him to turn it down.
I do this all the time to keep my brothers un humiliated. It works.