I pay for non popular things - bands that aren't well known, YouTube creators who haven't started doing those stupid "MUNDANE TASK 😱 GOES WRONG!" thumbnails yet, games or software that are free to download but hey maybe some money would be cool if you could, independent news and radio, etc.
Once something is popular I'll just thieve it. Artists are creators deserve to get paid for their work, but once they start getting paid dozens of times over for no extra effort it's hard to feel too bad about borrowing a free copy.