It’s still a hard sell. Netflix was running at 8.99 back in the day, I pay $5 for Spotify and Hulu combo as a student. These companies pay royalties, have to secure licenses, have the equipment to feed multimedia to me, apps, Netflix even makes shows now, etc.
If they want to get to the average user they’ll need to figure out either a student discount, a combo with another service, light ads like Hulu or optimize their costs.