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> The non paying customers become much less valuable to advertisers

I can see this being true, but I'm curious why. Is this because the advertisers know the paying customers have the cash to pay for the service?

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Outside of a very few markets that prey on desperate people's last dollars (payday loans, etc), most advertising's objective is to get people to buy something - advertising to those who can't afford it is useless.

Advertisers want the attention of people with disposable income. If someone's paying for something as superfluous as a streaming service, then they must have more than enough money to spend on whatever they want to sell.

The more you pay in general, the more they want you to pay them specifically.

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