Will MySpace ever lose its monopoly? (2007)

Vic Keegan argues that MySpace, Rupert Murdoch's networking site, may already be too entrenched for rivals to displace outside niche markets. He cites John Barrett of TechNewsWorld, who says MySpace is becoming a "natural monopoly" because users have invested so much personal data and every new user adds to its network value. Keegan also reports that Google's $900m (£450m) three-year advertising deal with MySpace is reportedly being renegotiated upwards. He notes that MySpace users, numbering over 150m, are not paid for the user-generated content that drives the site's advertising income.