Think about a test drive. A test drive isn’t freemium; there’s no free version or premium version. A test drive allows people to experience the offering just like YouTube TV did. It doesn’t make it any cheaper once they buy it but it allows someone to experience the offering before they buy.

Think about renting. Renting equipment lets people experience it before they’ve committed to buying it. A 30-day free trial does the same thing. We can do the same on the back end: Make it reversible with return policies or money-back guarantees. Lawyers say, “We only get paid if you win.” All of these things make people feel more comfortable with taking the plunge because they know that in the worst case, if it doesn’t work, they can turn around and give it back.