I ran into the same experience two years ago, when Discovery premiered: Friends of mine who were fans but didn't want to go through a pay wall. (Though, ironically some of them still bought the Blu-Ray sets and saw the series that way... )
But this time might be different. For most of those same friends of mine, Star Trek is TNG. Even the ones who won't bother with any Star Trek that isn't TNG are excited about Picard. So if they want to see what happens next bad enough, they might actually go ahead and subscribe.