Study of Monetization as a Way of Motivating Freemium Service Users

Abstract: The paper describes user behavior as a result of introducing monetization in the freemium educational online platform. Monetization resulted in alternative system growth mechanisms causing viral increase in the number of users. System metrics in terms of the $K$-factor was utilized as an indicator of the system user base growth. The weekly $K$-factor doubled as a result of monetization introduction.