Because the advertising business is highly centralized. Getting sponsorships is not as easy as you think.

An example: YouTube pays content producers per click, so to speak, a ridiculously small amount, but in total, with billions of clicks, a crazy amount. The money to finance this comes largely from advertising revenue (also Google’s main business model). They are the Gatekeepers so to speak.

But the content producers can’t live off this because Google keeps most of it for itself. They do give people the opportunity to find sponsors themselves tho - and that’s how people actually make the most money. But you have to find them for yourself or through intermediaries (that’s an industry in itself). This is only realistic if you have sufficient reach (subscribers in the example). And that, in turn, is only possible if you have already invested hundreds of hours in the production of content (you can’t make a living if you don’t get paid for that).

So I think it would be best if the platforms themselves were powerful enough in terms of reach to be able to negotiate well with advertisers. But not as powerful as Google, for example, who can afford to pay content producers a pittance because - unlike small platforms - they are not dependent on them.