I published empirical research back in the year 2000 showing that if you give consumers a safe, easy way to access a giant library of content without ads, they'll happily pay a fair market price.
The streaming successes of 2013-2020 proved this to be true.
Now, siloization, surveillance, advertising, price-gouging, and shitty algorithms are going to send everyone back to "piracy."
https://www.theverge.com/2023/12/26/24015595/amazon-prime-video-ads-coming-january-29