When TV was the main mass communication system you needed a single antenna or a single satellite to project to unlimited people in the projected area. While that was one-way and the internet is two-way, the internet introduced the requirement for the projector to have the infrastructure to support millions of users individually. That means the main technological reason Google and Facebook took over was that you need money to take over the internet, you can't just do it for free, and those like Wikipedia that did it in a less profitable way had to be very proficient in collecting donations.