Netflix brought in a chief content officer like Bela Bajaria (with a history in network) because the company wanted more hits to drive subscriptions. Programs like WWE Raw bring in a number of locked in, live viewers that advertisers can choose to target. Critically, as analysts have pointed out over the last few years, Netflix has started to... See more

Advertising captures the same value from everyone and fails to unlock incremental value from the deepest layers of fans. Subscription + à la carte models better monetize superfans.

witter could offer one price tier for no ads, and another price tier for getting past paywalls, and perhaps even individual site subscriptions above that.