Adding premium content means more ads for it and upselling which will make visiting the site less and less pleasant for "free" content. But they will never hav

Adding premium content means more ads for it and upselling which will make visiting the site less and less pleasant for "free" content. But they will never have competitors as they are the only one that owns the rights to display virtually all of their content online, so they pretty much can do whatever they want, it's a monopoly.