I think that they aren't sweating because they also own the means of spreading media. Sure it's "free or incredibly cheap" but when they own all of those they can still control what people are or don't see. Just look up content creators complaining about YouTube's algorithm or changing policies, stuff getting flagged for plagiarism incorrectly or demonetized.

Look at Twitter, which I will dead name, where one idiot can decide who gets to see what and what's buried.