...bigger players such as Facebook, Google or YouTube...

Youtube = Google.

Apple, Facebook, Google and Microsoft are sometimes called Big Four - as a group of companies which have biggest impact on Internet and our digital and non-digital lifes. They all have access to enormous amount of data of most of Internet users and power to process, aggregate and use all of this information.

I remember that some years before China had built their Great Firewall, Google search engine was for some time available at China and it has to align with Chinese government rules (for example manipulating search results for users located in China for censorship).