Almost the entire history of content production has involved vertical integration.
Indeed, history repeats itself.
Once all content is locked into silos, we may find ourselves here again:
The 1948 Paramount Decision was a landmark United States Supreme Court antitrust case that decided the fate of film studios owning their own theatres and holding exclusivity rights on which theatres would show their movies. It would also change the way Hollywood movies were produced, distributed, and exhibited. The Supreme Court affirmed (a District Court's ruling) in this case that the existing distribution scheme was in violation of United States antitrust law, which prohibits certain exclusive dealing arrangements.
Paramount Pictures Inc. was forced to split into two companies: the film company Paramount Pictures Corp. and the theater chain (United Paramount Theaters)
https://en.wikipedia.org/wiki/United_States_v._Paramount_Pic....