$9 is pretty standard for a Starz add-on, so YTTV isn't losing money there. It's people's data for advertisers that defrays the cost (to what degree we would have no way of knowing). Google/YTTV knows everything I watch now when it comes to live, recorded, and on demand broadcast and cable TV channels. So not only do they feed me videos in the regular YouTube app that pertain to stuff I watch, they can plug in the appropriate ads. For example, by watching some Marvel movies via FX on demand through YTTV, they know to feed me movie trailers for upcoming superhero/fantasy/sci-fi movies. That's just a very simple case. I'm sure their algorithms take into account my location, sports viewing, news watching, content in my library (recorded shows), photos in my Google Drive photo gallery, delivery confirmation emails from Amazon in my Gmail account, etc.