Technology is turning mass markets into millions of niches. No matter what your niche is, there is likely a niche for that.
A self-published book can become viral with enough reviews on Amazon. An entirely new economic model for the media, education and entertainment industries have shown its power. Podcasts, YouTube videos, Netflix - unlimited selection is revealing truths about what consumers want and how they can get it easily.
People are going deep into the catalog, down the long list of available selection. The more they find, the more they like.
With this information, you know go deep into the niches, and find that one that you can serve.