Pop culture is a fickle beast. What is pop culture is community made, not corporate made, and it can't be bought and sold like traditional markets. It's one of the few areas of life where nobodies can become somebody, and corporations hate this.

Media like YouTube isn't consolidating because that's what people want, it's because that's what YouTube and IP holders want. They want death to people like Boxxy, and they want you to watch VEVO instead.