I have to totalky disagree. Look at GPL, DeviantArt, Twitch, steam mods. People will labor for free for the purpose of leisure or enjoyment. While those people are in a minority in terms of population since most consume as opposed to produce with an actual skill.

I think if the culture was ingrained to gain a source of prestige based off of what they contribute for free, that would incentivize people to pursue those Nobel endeavors. But that sort of culture shift would take Star trek levels of time to get to.

So, the demand for entertainment such as streaming TV increases, and provides a larger marketplace for the actual content producers.

I could do this in my spare time yet I play piano.