The problem is less about whether people accept to pay for services and more that it's currently more profitable to provide ad-supported services (paid for by non-consensual data collection) than paid ones.
Regulation that forbids non-consensual data collection such as the GDPR ought to fix that, but its lack of enforcement means it didn't have any effect on the market. Once regulation starts being enforced, it will rebalance the market where paid services will start to be viable because free services would no longer be profitable.