No, a US customer doesnt need to borrow money as its only paying...

No, a US customer doesnt need to borrow money as its only paying 1/12 of the upfront cost each month. Its BIG that needs to borrow money - as that first monthly subscription is not enough to cover the costs of the video production. So they need to either use free cashflow (cash available for use that is not earmarked for other expenses) or they need to borrow money from the bank/financier to fund the video costs and then waiting several months before receiving enough funds from the customer to pay it back. BIG would be better off if they charged the customer 12 months upfront, and made them borrow the money.