Yes, consumers are much more willing to pay for content-driven services - after all they are mostly consuming, not creating. But if you observe niches and pros

Yes, consumers are much more willing to pay for content-driven services - after all they are mostly consuming, not creating. But if you observe niches and prosumers (who are creators), they are already paying for software. And niches can be huge on global scale: think about running, cycling, gym training. Or pets, dogs, horses. Investing. Knitting. Photography. You are totally right that they are currently much more reticent to pay for software than businesses but based on my anecdotal observations, I think that the trend line is growing and accelerating. I also think that for consumer businesses, you have to be a bit more creative with your monetization models. Cost/benefit calculation of subscription model is an easy task for small businesses, but consumer spending has always been much more erratic in the physical world also, thus subscription models are not necessarily the best fit for consumer space.