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This has drawn in new advertisers keen to reach small but dedicated audiences.
Some will find a way of profiting from scale, while others will carve out dedicated audiences and lucrative niches.
Mr. van Dam's singing, presented to two sophisticated and dedicated audiences, will be remembered for a long while.
Those experiments, Mr. Smith said in a statement, "showed us that this is where the Web is heading: premium content destinations for dedicated audiences".
A DJ such as Glasgow's Jackmaster probably plays to as many people in the course of a year as someone like Oakey once did, but he prefers to spin to dedicated audiences in mid-sized, dark and dingy venues like Elephant & Castle's Corsica Studios or Glasgow's Make Do, rather than at soulless superclubs.
Where the record labels once called the shots, now companies like Apple, Wal-Mart and Best Buy seem to have just as much say with their ability to promote individual songs or albums to dedicated audiences of buyers.
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There is a strong tradition of black cinema in the US and a dedicated audience.
By communicating directly to his most dedicated audience of fans, C.K. has managed to forge what feel like authentic bonds.
Recommissioned for a second run despite its small (but dedicated) audience, Toast fans complained that the first series suffered from poor scheduling in a late-night Sunday slot.
Those successes amplify a culture that now shepherds newcomers like Thrupence, George Maple and Hayden James directly into the embrace of a dedicated audience.
Just as Twitter is theoretically an important tool for public discourse but is actually a forum for weirdos to shout at famous people, it's easy to see Meerkat turning into a home for dingbats and wingnuts, where attention-seeking teenagers and racists can blast their nonsense to a minuscule but dedicated audience, webcam-style.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com