The business I'm working in (SEO tracking, Google rank tracking) is incredibly saturated and there are a couple of big players (Moz, Ahrefs, Majestic,...) around which are the industry standard. They get the large piece, obviously. But that doesn't mean us small fish can't get a share as well. You just have to develop one or more unique selling propositions, or try doing something better.

For example, we made our product stand out by using a completely different design and branding. Big players use the usual corporate white theme, while we went for a black themed app with aggressive logos. Others are server side rendered apps, while we serve a single page app that's feels much snappier. We polished the UX. Even though the competition (the big players) have many more features and much richer datasets, we started observing some people jump ship - from their to ours. Simply because our interface makes people really enjoy using the app and it ticks with them (if you want to check us out: https://nightwatch.io/).