He pays nothing....
I don't mind ads, if they want to install American confectionary on to my browser and advertise i'm perfectly fine with that, but not at a frequency where it makes the content completely unwatchable, there is no contract in you being the product in return for a service in that, its just narcissistic abuse and its the reason people use adblockers.
Adblockers only exist because web pages became unreadable due to flashing and audio playing banner ads all over every website in place of any actual content.
As usual the people wanting to make money could never make enough of it and went way beyond what's reasonable, and they have the cheek to complain that adblockers are piracy? Adblockers aren't the problem, you are!
Its also one of the reasons why no one watches legacy linier commercial TV, out of an hours viewing you get 18 minutes of original content, its ridiculous, even if people don't understand why they are bored and annoyed with legacy commercial TV.
I'm 47, i'm of that generation where i relax on my couch during the evening and watch a large screen TV, except its not TV that i'm watching anymore, its Youtube and occasionally something from a streaming service.