I think it's a bit simpler than that in many cases -- if the app stops buffering whilst watching videos, many people will pay $5 for it each month, regardless of the data saving.
My wife just ditched our ADSL at home for cable last month, but we were really keen for the completed app to be realeased. Tbh, if it had of come out just a bit earlier, I doubt she would have switched across. She just couldn't take the buffering any longer.
How WGL Generates Revenue, page-5
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