[aunty_helen]

Potentially these paying users weren’t the market anyway. Someone willing to pay to not see your ads maybe hostile to any brand forcing them in front of their eyeballs.

[i_am_jl]

That's possible. I thought most people with that mindset would be running adblockers, so probably wouldn't be interested in paying for an ad-free experience.

I'm sure there are people who aren't aware of adblockers or aren't savvy enough to use them, but how many?

[infinityio]

Perhaps on desktop, but (for example) an iPhone user on Instagram has no easy way to avoid being advertised to