What do Elon Musk, Twitter and subscription fatigue have in common? Musk’s Twitter deal could trigger a huge shift in the digital advertising space for small businesses. With subscription fatigue rising among users, Musk’s plan to build-out a subscription model for Twitter is controversial and risky.

While Musk wants to decrease Twitter’s ad revenue, popular movie streaming services might re-incorporating them into their models to combat subscription fatigue and keep business. While ad revenue and subscription revenue hang in the balance, small businesses should keep a close eye on what opportunities for TV advertising will become available in the coming months.