See Netflix, spotify. Those or others will come for content when ads are gone.
[In reply to the below - as we have reached the thread limit: there will _always_ be free competition. The problem is: without advertising, the only players left will be those with deep pockets, and deep interests to protect - the state, churches, oligarchs and political groups]
Don't the current streaming tech pay artists per literal play? If so, wouldn't that mean more money to the artists since all plays are counted?
My understanding is a bit outdated now perhaps, but would like to understand better if someone knows better :-)