A more apt example that exists already is a digital art marketplace[1]. The burden of maintenance for the media lies on the users (those publishing & collecting the assets), and hosting is done in a peer to peer manner through IPFS[2]. The maintenance for the site (servers, indexing) can be funded & incentivized through (for example) a small % cut on all trades as a maintenance fee. In an ideal platform, these fees would be directed to a wallet that is collaboratively controlled by a number of shareholders who have an interest in continuing to support the project.
Most importantly though, and one of the core aspects that tends to be lost in these discussions, is that the assets themselves are typically decentralized. If the platform fails or a fork is desirable (eg: community wants a different direction than the original founders), the assets still live on the blockchain, and a new platform can easily emerge on top of the same data if there is enough interest. This is where you get the idea of “users own their data, and websites must compete to display/facilitate it”—a radically different paradigm than what we have seen in the past.
[1] - https://restofworld.org/2021/inside-brazils-diy-nft-art-mark...
[2] - https://gist.github.com/mattdesl/47f4ea12ea131eed8401bdacf95... (I believe this guide is outdated now as I haven’t been keeping up with their tech stacks, but it gets the point across)