Another direction is that more and more content is directly put on social media. I found I am visiting websites less and less, I even dont care about ad blockers anymore (YT is an exception).

I see youtube being behind a subscription model. I would pay.

If a service is good, I see no wrong on paying for that.

"If a service is good, I see no wrong on paying for that."

Unfortunately those willing to pay, are the most valuable tracking and advertisement target.

And that why every subscription service end up having ads after a while (with the ad-free version being promoted to a more expensive tier, or disappearing altogether).