Because of the increasing competition, simply relying on subscribers is difficult, especially if they produce a lot of content. Netflix increased the cost of their ad free plans, but offered a cheaper plan with ads. Youtube is thriving with ads. As the saying goes, the more things change, they more they stay the same. It is like we are going back to cable TV, just with more power on when and what we watch.
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We will see how it all goes.
My view is we are seeing the fragmentation of the media industry. This is the angle for Web 3.0 to penetrate.