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The austrian economics answer is when the individual perceives greatly more value than cost they might subscribe to a service.

Sometimes an individual might have a choice in purchasing one off access vs a subscription, which again comes down to the preference of the individual.

Specifically on the latter, amazon video has an option sometimes to subscribe to a “tv channel” monthly, which provides unlimited access to certain shows & movies. You can also purchase or rent a movie, a season of a TV show.

The choice is empowering to the consumer.