Amid all the ever-changing “LOLs” and “WFTs” and “listicles” that threaten to swallow the internet, cats are a constant. And they are generating huge revenues for their owners. A special panel at SXSW broke all this down and showed just how much feline-centric content can generate online. There were lessons to be learned about spin-off merchandise when a digital meow goes viral but also warnings about the need to properly monetising YouTube videos as they can command significant ad rates. Will Braden revealed that his Henri le Chat Noir channel on YouTube, for example, can charge up to $10 a CPM on its videos. That sound you just heard was record labels and publishers coughing up fur balls in shock.