Based on the content of the article, seems obvious they're adding ads to a new lower tier / free tier plan. This is what most if not all competitors do. I don't see the big deal, it's not like they're going to inject ads into the current tiers.
It may depend on how the whole ecosystem evolves: if the competition starts doing similar stuff, then you would have no alternative but to stick with one of them and accept the introduction of ads.
That's the funny thing about oligopoly, you know...
The success of Netflix came as it was more convenient to use it than to download. If all streaming service are not seen as convenient everybody will be back to "old" download strategy.