While studios traditionally view free streaming (piracy) as a loss of revenue, in the case of viral horror, this behavior often acts as a catalyst. The "freemium" model—where a product is available at no cost to build a user base—was being applied to entertainment via piracy. Those who searched for and watched the film for free became the evangelists who recommended it to others, purchased tickets for sequels, and bought merchandise.
The Digital Apparition: An Analysis of "Paranormal Activity" (2007), the Freemium Model, and the Economics of Viral Horror
: Another library-based service where the film is available to cardholders.