Eh. Spotify has 250 million subscribers. Netflix has 300 million. Amazon Prime has 180 million. Heck, there's something like a million people paying Twitter for a checkmark, and half a million paying Reddit for nothing at all.
People don't seem to be opposed to paying for online services. They were just never given choice. I have no doubt that publishers prefer ads because it just lets them extract value "for free" - which is probably why you're increasingly seeing ads in paid services, too (Netflix, etc).