At the same time, if we don’t give people enough of an experience, it’s not going to be enough to get them to be willing to pay. If YouTube TV says, “Hey, for the next 2 minutes, you can check out YouTube TV,” that’s not going to be enough of an experience for me to figure out if it’s any good. So it’s really important to think about what we give away and how we make sure it’s not so much that people don’t want to upgrade to the premium version.

A good way to think about it is that at the front end, we lower the barrier to trial. We make it easier for people to experience something. But at the same time, they have to see that there’s something better on the other side—otherwise they stay in the free state forever. In the case of YouTube TV, it’s the 30-day free trial.