Netflix is trying to get into freemium <a href='https://www.fool.com/investing/2020/09/01/netflix-is-testing-a-freemium-model/'>https://www.fool.com/investing/2020/09/01/netflix-is-testing-a-freemium-model/</a> because they want to replicate Spotify&#39;s model, which is much more successful than NYT. Also you&#39;re using NYT as an example but it&#39;s more of an exception than the rule. Most other newspapers have given up trying to do paywall because nobody cares. NYT is only barely successful because they already have an arguably #1 brand in the newspaper category.