The digital landscape is already fragmented, and it’s continually fragmenting further, as content creators choose to become content providers. In the process, it’s beginning to resemble cable television. Each new app or content library looks like a different channel to consider, and each one is essentially a premium cable offering that requires a separate subscription to view. Services that previously acted as content aggregators are losing outside content with the launch of each new service. Instead, they are creating their own content to maintain value in a crowded marketplace.