[TimPC]

cable tv always had ads because the cable subscription goes to an infrastructure provider not the content provider. If the infrastructure provider was the content provider there is a substantial incentive to reduce or eliminate ads a la Netflix and Amazon Prime which largely restrict ads to brief promotions of other content on the network.

[julianlam]

I don't believe this is correct. Certain cable television channels were originally ad free (e.g. USA, Nickelodeon) because they competed against free OTA broadcasts which were ad supported.

Similarly to pay per view.

That those channels now show commercials (and has for a long enough time that people think "it was always like this") just cements our expectations that commercials are a fact of life.

[organsnyder]

Those infrastructure providers pay a ton of money to the content providers. I've heard that ESPN is the single largest cost of most cable plans.