Supporters have to pay £14.95 for games that are not picked for regular TV coverage.
One such game was West Brom's goalless draw with Burnley on Monday, and Bilic says the encounter was not fair for paying fans.
"Football is not polo or golf," said Bilic.
"It's not my money; it's their money. Football should not be free, but affordable.
"Football is the sport for masses, a working-class sport, and it should be affordable to everybody."