Paying for software used to be high-friction 20 years ago. By now, I can pay for software in multiple ways, with near-zero friction. Equally easily I can pay (and do pay) for software-based services, like Youtube, and a number of others.
But of course an ad-supported "free tier" is an easy way to try a service with zero obligations, and it will remain popular. Also, if for me $10/mo is not a big deal, for other folks this may be not so. Those who can't pay with money pay with what they've got, with attention and privacy. They might like to pay with money, but sometimes can't afford that. Count all the ad-supported free services you likely use (e.g. Google search, Twitter, Facebook,..), and at the rate at $10/mo they'd add up to a noticeable sum.
But of course an ad-supported "free tier" is an easy way to try a service with zero obligations, and it will remain popular. Also, if for me $10/mo is not a big deal, for other folks this may be not so. Those who can't pay with money pay with what they've got, with attention and privacy. They might like to pay with money, but sometimes can't afford that. Count all the ad-supported free services you likely use (e.g. Google search, Twitter, Facebook,..), and at the rate at $10/mo they'd add up to a noticeable sum.