As you can see, more than 50% of Danes already do. Being a Dane myself, my impression is that it is less stigmatised in Denmark than in other countries.
All this to say it was normalized in the US. I don't think it is stigmatized even today. More like we had about a decade of streaming services actually providing good value. But now the product managers and UX designers have their hooks so deep in it that it's becoming unusable.