"Now that more than a billion people have access to the Web, there is no longer a trade-off between size and specificity. The basic math is simple: A tiny piece of an immense pie is huge. A decade ago, reaching one-tenth of 1 percent of Web users amounted to 36,000 people, a number that compared favorably with the circulation of, say, the daily newspaper in Bridgewater, New Jersey. Back then, reaching a million users required a decidedly mainstream offering (Amazon.com and MSN come to mind). Now, getting niche can be the path to getting big; one-tenth of 1 percent of today's Web audience is a million people."
https://www.wired.com/2006/11/meganiche/
"Now that more than a billion people have access to the Web, there is no longer a trade-off between size and specificity. The basic math is simple: A tiny piece of an immense pie is huge. A decade ago, reaching one-tenth of 1 percent of Web users amounted to 36,000 people, a number that compared favorably with the circulation of, say, the daily newspaper in Bridgewater, New Jersey. Back then, reaching a million users required a decidedly mainstream offering (Amazon.com and MSN come to mind). Now, getting niche can be the path to getting big; one-tenth of 1 percent of today's Web audience is a million people."