Some would try to make the argument that cats power the internet, but I think that there is a strong case to be made that it's actually nerds. The many varied fandoms of the world take up a heck of a lot of space on just about every social media you can think of, no matter how mainstream or niche. These days, it's the frenzied sh*tposting that truly makes a movie or TV show into a dedicated Event. Also, the internet proves that there are millions of people with nerdy inclinations who walk among us and want to find likeminded souls.
One of the primary indications of this is that they just can't stop making memes. They're cooking with content almost everywhere you look. It gives us no choice but to round them up and show the wider world. The geek takeover of it all will carry on unabated.