Are disruptive media companies starting to act more traditionally?

In recent years a range of industries have been disrupted by transaction-led companies which themselves own little in the way of rights and capital – Uber doesn’t own its cars, Airbnb doesn’t own its rooms, and Facebook doesn’t own the content that flows through its newsfeed.
There are, however, early signs that this trend is being turned on its head. Could we be about to see a return to more traditional principles of ownership, especially amongst media and content compan