We all pay for brands spending money on marketing, which then pay various platforms allowing these services to be exposed as “free”.
But wouldn’t it be the same if these brands spent less on marketing, and platforms became paid? Is it all a make-believe game? In the end, is it only about brand discoverability?
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Advertising is often a better model because not everyone will pay but most people will accept advertisements. I’ll look at some ads but I’d never pay for quite a few of the sites and services I use. So they make some money off me from ads while they’d make nothing from me with a pay wall. Additionally with a paywall people who would pay might never sign up because they don’t know they like the service without trying it and won’t pay to try.
So with the proper advertisement scheme you can make more than you would with a paywall with less risk too. Both models can be perfectly viable.
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