Did he bank on it in any way? I've never noticed Bowie doing anything particular social media, youtube exclusive, pay what you want or other similar new media age kind of things.
As far as I know, he did news paper and TV intervews, released albums, played live shows and acted in movies. Doesn't seem very "social broadcast media" to me.
Given his interest in technology it's a bit surprising to me that he didn't get involved much in social media or YouTube.
As for banking on it, he hasn't had to worry about money for a very long time - he's been one of the richest artists/musicians in the world for at least the last two decades.
As far as I know, he did news paper and TV intervews, released albums, played live shows and acted in movies. Doesn't seem very "social broadcast media" to me.