Advertising is popular on the web for historical reasons. Content delivery advanced much faster than payment, so for ~20 years ads were the easiest way for many sites to pay the bills. Nobody was sure what else to do.
But that's no longer the case. Soft paywalls have been around for circa a decade, so selling subscriptions while letting your content self-market is viable. Content creators also have plenty of direct revenue options. Patreon is doing something like $2 billion/year in revenue for creators. Twitch became a huge platform without ads, just allowing direct cash transfers from fans to creators. And that's not even counting the ~$50 billion/year now spent on streaming and VOD in the US.
On the other side of it, per-ad revenue has been falling for decades. I helped start a content site and keep in touch with people in that area. The reason so many ad-supported sites look like absolute shit is that to make any money, you keep needing to up the amount of ads you run, making them more and more annoying to overcome learned ad blindness. So advertising is slowly strangling itself, leading to lots of people using ad-blockers, and counter-ad-blocker technology becoming widespread. What sane person would start an ad-funded content business today?
A world-wide web with little or no advertising is not only plausible, it looks like that's where we're headed.
Advertising is popular on the web for historical reasons. Content delivery advanced much faster than payment, so for ~20 years ads were the easiest way for many sites to pay the bills. Nobody was sure what else to do.
But that's no longer the case. Soft paywalls have been around for circa a decade, so selling subscriptions while letting your content self-market is viable. Content creators also have plenty of direct revenue options. Patreon is doing something like $2 billion/year in revenue for creators. Twitch became a huge platform without ads, just allowing direct cash transfers from fans to creators. And that's not even counting the ~$50 billion/year now spent on streaming and VOD in the US.
On the other side of it, per-ad revenue has been falling for decades. I helped start a content site and keep in touch with people in that area. The reason so many ad-supported sites look like absolute shit is that to make any money, you keep needing to up the amount of ads you run, making them more and more annoying to overcome learned ad blindness. So advertising is slowly strangling itself, leading to lots of people using ad-blockers, and counter-ad-blocker technology becoming widespread. What sane person would start an ad-funded content business today?
A world-wide web with little or no advertising is not only plausible, it looks like that's where we're headed.