Media publishers, broadcasters, or netcasters (as with YouTube) serve a number of critical roles. Among these are both audience and advertiser aggregation.
Audient aggregation matters because once on site, recommendations and discovery systems increase the likelihood of some other site content being viewed or accessed.
Advertiser appeal matters if advertising provides a significant portion of site revenues (and it virtually always does, for large-scale properties). Advertisers themselves seek audiences, with particular interest in both size and composition. As with audiences, there are cognitive and organisational costs to maintaining multiple relationships, so that advertising platforms tend to grow and monopolise over time. Small niche platforms are of very limited interest.
Both factors intersect with other elements, including site infrastructure development and maintenance, such that large sites have vastly superior economies of scale. This includes a lot of activities and benefits with low public visibility including moderation, abuse, legal, and general business overhead effects.
The overall result is a pronounced tendency to create large and durable media monopolies. New technologies may disrupt earlier established entities for a time. But the old structures have an exceedingly high likelihood of re-emerging. More pointedly, technologies of greater efficiency only amplify the tendency to form, and the size of, such monopolies.
Audient aggregation matters because once on site, recommendations and discovery systems increase the likelihood of some other site content being viewed or accessed.
Advertiser appeal matters if advertising provides a significant portion of site revenues (and it virtually always does, for large-scale properties). Advertisers themselves seek audiences, with particular interest in both size and composition. As with audiences, there are cognitive and organisational costs to maintaining multiple relationships, so that advertising platforms tend to grow and monopolise over time. Small niche platforms are of very limited interest.
Both factors intersect with other elements, including site infrastructure development and maintenance, such that large sites have vastly superior economies of scale. This includes a lot of activities and benefits with low public visibility including moderation, abuse, legal, and general business overhead effects.
The overall result is a pronounced tendency to create large and durable media monopolies. New technologies may disrupt earlier established entities for a time. But the old structures have an exceedingly high likelihood of re-emerging. More pointedly, technologies of greater efficiency only amplify the tendency to form, and the size of, such monopolies.