[tawan]

> The viewers who watched [Gangnam Style] earned nothing, even though many of them contributed and were critical to the video's ultimate success.

The author is wrong here, even though it rings true. Early viewers who shared a popular video before it was popular earn the reputation of knowing the next cool thing before everyone else does. They gain “I liked this band before it was cool -tokens”. That’s worth something among peers. If we start to pay out monetary value in addition to that, than we would actually overpay the early viewers. Market forces will eventually rebalance the equation such that early viewers will neglect the reputation part and just start sharing as many videos as possible regardless whether the personally think that those videos are the next cool thing.

[seunosewa]

They also got to enjoy the music.