The world of technology and media has been cut in two camps, One camp is for those who care and matter and the other is for those who don't. This is a massive divide that allude almost everyone, and depending on what side you cater to, your actions should be be vastly different.
A simple way to differentiate the two is to compare Facebook and Twitter. Facebook has 1.5+ billion users and twitter has stopped growing at 300 million or so. You would think Facebook is the winner, but the truth is that they cater to two entirely different user groups. Despite that twitter only has 300 million users, they have the 300 million who matter and care. When a politician has a big announcement to make twitter is the obvious place to do it. Facebook might be big, but what ever happens on facebook doesn't matter. If you are a public person, your twitter handle is your online entry point. A Facebook user don't care too much about privacy, want a curated list of things presented to them and don't want to bother with settings. The twitter user on the other hand wants to control entirely what shows up in the stream and wont mind taking the time to configure it, they may want multiple accounts, and run something like tweetdeck. A Facebook user would never pay for it, but is happy to see adds, while a twitter user has an add blocker installed and would pay a fair bit for a Pro application with more settings and features. Neither twitter nor facebook get this so they are trying to be each other.
My mom will use her yahoo mail account until she dies, and frankly it works great. Yahoo isn't cool and never will be. She just doesn't care. Every change and new feature is just an annoyance. If Yahoo understood that, they could get rid of everything except server maintenance, and show my mom adds for the rest of her life and be the most profitable company ever. But again yahoo doesn't understand who they are for either.
Take the PC market, everyone says its dead in favour of mobile devices. Yes, a huge part of the population no longer need a PC, but then look around your room and recognize that almost everything manufactured in the last 20 years was made on a personal computer. The houses we live in, the cars we drive, the music we listen to, the films we watch, and yes, all of our mobile devices and their apps where made on a personal computer. So yes not everyone needs a PC but if you care enough to matter its a must have. Windows 8/10 is one huge proof that Microsoft don't understand who their customers are.
If you are a low level artist or performer Spotify and Youtube are great, but if you have an audience of 100.000 or more its terrible. For comparatively little money you can build your own distribution destination and take control of everything. Moving from Spotify and YouTube to your own app may loose you 90% of your audience, but if you are Taylor Swift and the revenue per user goes up 100 times, you will laugh all the way to the bank.
Tidal might be a shit app, but once your favorite artists new album will be exclusively available there you will gladly download it. No one will ever win the media store war because the artists who care and matter will always break out on their own. Luise C.K. has done it, so has Ellen and many more will follow.
People who care are willing to pay.
I think their is a huge opportunity to create squarespace-for-X companies that build the tech and infrastructure that people who care and matter needs to break out on their own. They want to collect E-mail addresses, have their own end user licence agreements, store and organize their data, use their own business models, and have the ability to put a notification on your home screen when new content is released. Once you become powerful you want control, and most ecosystems wont provide that, because they are designed to cater to and profit from people who don't care or matter. People tell me that if you are PC game company you have to be on Stream, but among the truly successfully like League of legends, Minecraft, Heartstone or World of Warcraft none of them are on steam.
My current project, Unravel is all about catering to users who want to control their data and comunication, so no, I'm not out to kill Facebook, I just want to turn them in to Yahoo.
You may think this is elitist, to say that only some people care and matter, and yes, whether we like it or not it reflects the fact that not everyone is equally influential, and that not everybody cares about everything. What is wonderful in the digital realm is that anyone who can afford a phone to sign up for Facebook, has the option to instead buy a PC and sign up for Twitter.