A great talk from Alex Carloss from Youtube on the difference between an audience and a fanbase. I particularly like this:
"An audience tunes in when they're told to. A fanbase chooses when and what to watch... An audience changes the channel when their show is over. A fanbase shares, it comments, it curates and it creates. An audience lives within your borders. A fanbase breaks those borders down".
He went on to highlight four things Youtube has enabled sans to do. Fans ignore timeslots (on demand), fans become talent (Youtube stars), fans pay tribute (parody videos) and fans blur borders (K-Pop explosion). When talking about how fans blur borders he makes the point that the most interesting thing about Gangnam Style is not the video itself but its legacy. Before Gangnam Style K-Pop produced 2 billion Youtube views. Post Gangnam Style it has 7 billion. 91% of K-Pop videos are now watch outside of Asia.
The latenight US chatshows get this and Youtube has become the new battlefield between Jimmy Fallon, Jimmy Kimmel and Conan O'Brien with all shows seeing a boost in TV ratings as a result of their efforts on Youtube.