Media witnessed democratisation. It means the ability of consumers to choose ( or reject and redo ) what they want to read, listen, and watch whenever they want it. In the last 15 years, this is the major change seen in the media industry.

Internet converted even ordinary persons into critics and journalists. Through different forums, they are able to express their views. This is the disaggregaton which is good for consumers but has not benefited much the media companies. The offline revenues of media companies are in fact funding this disaggregation which is good for consumers but has not benefited much the media companies. The offline revenues of media companies are in fact funding this disaggregated content online.

Though amateurs and novices contribute, the bulk of traffic online is generated from professional content. More than 3/5th of YouTube’s traffic comes from the videos put up by the large studios.

The sites which has the largest audience fetch greater revenues and best advertising rates. Online media  in this respect is similiar to offline media. However, the big four companies — Google, Facebook, Amazon and Apple — walk away with the bulk of revenues and profits that this medium generates globally. Is this democratic? Not as far as the financials are concerned.