I think the choice (for example music) is also somewhat of an illusion, as while the possibility is there, practically most will be lazy and work from algorithm and suggestion. Spotify and Netflix drive this too and are incentivized to push what lowers their costs, increases their profits.
The problem is that there is information overflow so after 5 minutes the same info is reproduced in all the channels, be that professional media or friends we get in touch with.
Also, the monetization/ advertising model pushes for mass consumption, which again will favour popular. Tweets that get a lot of likes/shares are the ones that comment on topics that are already getting attention.
I would say that the centralized media still controls the independents because they will lead and the independents need to follow if they want to get paid.