Paying for influence
The old saying that no electable politician argues with the man who buys ink by the barrel still holds, in the sense that those who subsidise any kind of journalism do so for a reason. The ownership by powerful and ruthless oligarchs of much of the world's loss-making mass media isn't an accident, it's an operating expense for those who can afford to have politics dancing to their tune. And I'm willing to pay myself for media which I really can't think too well without through subscription. So asking what's going to happen to media if it isn't going to be ad supported is probably asking only half of the relevant question.