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The digital mediascape today is a huge and diverse ecosystem but one that is dominated by just a handful of companies. The combined value of all major social networks in 2017 was estimated at $88 billion according to our analysis of publicly available financial reports. However, between 75% and 80% of this market is controlled by the top 10 players, such as Facebook, Twitter, YouTube (owned by Google), etc. These companies profit from a view-based advertising model that relies on low-cost, low-value content. As a result, consumers have a hard time finding the content they really want, and many content producers lack the exposure or the financial support they need to fully invest their time in pursuing creative endeavors. The global market for content is far from realizing its full potential for value creation even as the quantity of content grows exponentially year after year.
