The Long tail theory (Chris Anderson 2004)

INFINITE ACCESS TO MEDIA PRODUCTS AS THEY ARE EASIER TO FIND ON STREAMING SERVICES AND VOD CONTENT.

Many shops like HMV did not have enough content for everyone else. 

the same amount of revenue and more can be made by users all over the wording by people using streaming services, listening to indie artists. 

The long tail theory states that the introduction of Web 2.0 brought infinite access to media products as they are easier to find on streaming services, rather than in shops that sell physical copies. Also due to the introduction of Web 3.0, streaming services are able to deliver content that we enjoy to us more frequently. For example, the abundance of content that Spotify advertises to you "based off stuff you like" which would be similar to content that you previously listened to. My experience with Spotify finds me constantly being advertised HipHop content that is similar to artists that I enjoy. This is similar with products like Netflix which promote animated content on my account, due to the amount of that content I watch.