Decreasing consumer appetite for subscription services:

• Fatigue. Initially, subscriptions solved the 'mental transaction' - the mental load of deciding whether or not to pay for each content, offering unlimited access for a monthly fee. Today, weariness with the multiplicity and exclusivity of subscription models has shifted the mental load to the decision to subscribe.

• Entry barriers: creating an account, providing personal information, linking a payment method, legal complexities like terms of use and cancellation, etc.

• Companies adopting micropayments can reach price-sensitive customers. In an uncertain economic climate, consumers question the relevance of multiple subscriptions.

• Create an intermediate 'tier' in the business model between the free version and the expensive subscription. This allows offering premium features, generating revenue, gathering insights and metrics, and increasing the chances of retaining the customer, or even converting them to a subscription

Consumer interest in on-the-fly payments:

• Paradoxically, a few cents' micropayment is psychologically appealing, crossing the painless threshold.

• If consumers seem accustomed to 'everything free', it's because there wasn't a way to exchange the very low amount they were willing to pay. For example, with a budget of 1 euro per day, a user could make between 15 and 30 micropayments to access various services.

Ease of use:

• Less friction: no need to create an account and subscribe is the first requirement.

• Universal payment method: using a native internet value unit, smooth and global from day one.

Monetizing services that are currently free:

• Due to the lack of an easy way to capture low value with current payment rails (fixed and variable cost structures, payment terminals, speed).

Paradoxically, the higher the content quality, the more likely it is to be shared illegally, reducing paywall effectiveness. Maximizing content monetization, for instance, by applying yield management policies, is essential.