There is a finite amount of knowledge-based information. News is infinite as it constantly expands. Social media is infinite as it is really about personal news. That must constantly change too as news is aligned to the passage of time which is infinite. Information, in fact, does expand by much more slowly than news.
Most sites are not news sites. These sites provide information. The number of sites providing information is expanding rapidly. All they do is repeat what another site said. The cake that is of a more or less fixed size is being divided into ever smaller portions. This translates to less visitors per site.
The larger sites stay above this dilemma because Google wants them to. It has to find some way to rationalize and simplify the mass of websites and webpages on the internet.
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