It falls between the two.
It is, effectively, a subscription. But it is partnered with statute law which makes it an offence to receive TV broadcast signals without paying this subscription (and now also an offence to watch iPlayer, etc.)... which is unlike most subscriptions.
It's similar to how other governments fund their national broadcaster: https://en.wikipedia.org/wiki/Television_licence#Television_...
It's seen as strictly better than the government providing funding from general taxation, which would mean directly controlling the state broadcaster and its purse-strings.
And generally speaking, there are very good reasons to fund your country's own film/TV industry, rather than rely on other countries supplying the funding and the media (and the opinions and the cultural sway and the power and the control).