It kind of hints that people nowadays only want the highest quality content which is ironic given the same content is used to soundtrack some of the lowest quality/most unoriginal content (e.g. 10 second clips of people doing the same dance to the same music).
The point of meme content (which is basically what these "same dance" videos are) is not originality; the point is taking part, belonging to the hivemind. Human beings fundamentally want to belong, not to be original.
I'd argue that the percentage has actually gone up pretty dramatically, when compared to the previous media (TV/cinema/theatre/music).
In reality, I would argue, more people than ever now make or take part in "something". Because 90% of everything is crap, though, the firehose is inevitably returning more crap than ever.
Do we need better consumption filters and better ways to emerge talent? Sure. Is this worse than before? I don't know, but it's definitely more democratic.
> It will certainly suck you in and have you watching mindlessly for hours a day
Not at all like TV, then. Oh wait