[busterarm]

What the other guy said. Also, segments have overlap and you can target.

If all 100 of the streamers creating content about diy synthesizers have an audience that also watches this larger channel about vintage amplifiers, I might be better consolidating my spend there...or if I'm a small advertiser with a tiny budget, I might be better off doing just the opposite and spending tiny amounts at the 100 small channels.

The point is that as an advertiser I'm almost fully in control over my own destiny, which is simply not true with television and radio networks.

Advertisers and Content Creators aren't really against each other...they're kind of following separate destinies, but if a Content Creator is entirely reliant on Advertisers for their funding model and the market is heavily skewed in favor of Advertisers like online content and newspapers are now, then Content Creators are going to have a really bad time. And there's a bloodbath just over the horizon.

If you look at Netflix, it's the opposite problem. Content Creators are reaping huge rewards and Advertisers have no power, but that's also financially untenable.

[Shorel]

I pay a Netflix subscription, while I pay Google nothing.

I don't see how Netflix model is financially untenable.

[busterarm]

It isn't your subscription that funds Netflix's original content, it's investor cash burn. To the tune of about ~$14B since 2011.

They won't keep paying that bill forever.

Think about that for a second. All of those Netflix subscriptions and it's still a flaming fourteen billion dollar crater.

How are they going to close the gap? Where are the new subscribers? How much will the rate go up?

The answer is neither of those. It's far more likely that the money faucet going to content will change first.