In my opinion, we're reaching a moment where people are realizing that having lots of users doesn't matter that much if you can't monetize them. We took a lot of services for granted that maybe don't make any financial sense, which probably only survived because both the company and investors hoped that as long you could attract users, you could monetize them later.
I think that "later" is now.
Today I noticed that youtube has a new feature that unlocks more bitrate, but only for premium users (there's two 1080p options, one normal and another with more bitrate). I'm expecting that these social medias and other tech companies will try to monetize us further
Jdreben