The web is 20 years old. I think if this was going to happen, it would have happened by now.
Outside of a few niches, people just aren't willing to pay to read websites.
What I could see happening is premium content being bundled by ISPs. Pay for X package from Y ISP, get content from A, B and C websites. Kind-of like how TV channels are bundled.
In all likelihood though, I think advertising will continue as is. Advertisers will just come up with cleverer ways of presenting it.
Outside of a few niches, people just aren't willing to pay to read websites.
What I could see happening is premium content being bundled by ISPs. Pay for X package from Y ISP, get content from A, B and C websites. Kind-of like how TV channels are bundled.
In all likelihood though, I think advertising will continue as is. Advertisers will just come up with cleverer ways of presenting it.